Yes, it's normally 30-90 days. Not everyone can breeze through rehab in a week like Josh Gordon. Or 24 hours like Jon Jones. I think the fact he's staying in and not doing the "minimum" 30 days is a good sign.
And the masses will watch every one. Not really. He's not being promoted the way Vick was and if he's not getting luck miracles like Tebow, no one will care.