BOAC, two points which you are probably already aware of.
First, although the certification requirements specify an evacuation time of 90 sec, this does not mean that all evacuations in an emergency will be within that time. Both the timing and conditions of the test only provide a benchmark for the industry.
The fact that humans will be human and take bags etc with them during an evacuation is typical of most human (erroneous) behavior and thus unless the situation is extreme with an immediate threat to life little will change. How many of the Toronto pax could see the fire?
Second, Prof Muir (unjustly criticized for the media briefing - Toronto thread) would probably explain to us that the dominant feature in an evacuation is the behavior of the cabin crew (and cabin geometry – AF A340 very good?).
An assertive manner, clear directions, and good self control in what could be fearful circumstances, will do more to assist an evacuation than will a lengthy preflight or in-flight briefing.
Many pre flight briefings are tedious, boring, some possibly irrelevant; and many people do not pay attention or remember the details. However there are some benefits to be gained, so don’t give up -
“The Big Brief” and “Listen Up” Flight Safety Australia (safety magazine), March-April 2001 and July-August 2001 A well trained crew, clearly identifiable as being in charge – uniform, positive manner, well coordinated, and as necessary ‘forcibly direct’ (kick up the a …) will save lives. I hope that the Toronto investigation shows this; the cabin crews deserve more recognition for their contributions to safety given the extensive hustle they suffer in daily (routine) operations.
For those who do venture into press statements or media briefing (or Pprune posts) don’t forget that the media generally present a ‘negative’ viewpoint. This is not necessarily all their fault, in part it is what the public wants – to be thrilled, mildly frightened, to have something that riles them so that they may feel affronted and whish to complain (or respond to Pprune). There are major differences when the general public is or could be generally fearful, as seen recently in London, then mass appeasement is required with fact, truth, and more sensible reporting.