Yes it is the norm in NYC and even outside NYC, frequently the lowest default option is 15%. You can always manually enter a different amount but 10% for an otherwise peasant ride is way too low.

I'm a big opponent of the tipping culture in the US, however it is the culture here, like it or not. The drivers aren't making much. Company takes a big chunk. Same case for Uber / Lyft, but especially Uber. I have a good friend driving for Uber and he isn't really making much, definitive below minimum wage, only drives for fun.