To clarify...
Thanks for all the responses.
Just to clarify, I meant fully extended to the selected take-off position (which in this case was 10 I believe), not full possible deflection on-take off.
As somebody noted, my concern is that the flaps were being extended during the roll itself, and were still in motion at rotation, which is potentially a "deadly sin" imho.
I fully understand that anybody can make a mistake (less likely though if checklist are followed, and we are talking professional flying here), but continuing into a dangerous situation with disregard for safety is what left me beyond puzzled and frustrated...
Thanks again for feedback.