Trouble is, it conflicts with 10pm recordings. Has there been any explanation why they can't play by the rules like everyone else?
Oh I understand. My point being with Heroes is that every week it's scheduled in the guide to go to 10:01 or 10:02. Thus adding any padding isn't going to effect anything since you are already into the next half hour slot. It won't create any extra conflict then you'd already have due to the extended episode.
And all the networks do it and have been for a better part of a decade. Fox sitcoms? First half hour always bleeds at least a minute into the second half hour. American Idol always goes a minute into the next hour.
NBC made this famous with Friends going over a minute, then 5, then 10 minutes. CBS tends to not do this so much but they have on occasion.
Again, get to know your programs and which ones you need to pad or not.