Depends on how much you like to side-quest, level up, hunt for items/summons, etc. If you stick to the story and only level-grind when you need to, I'd agree with the 20-40 hour mark. I'm sure you could expand it far beyond that if you took your time, though.
I don't know if it's my MMO-side kicking in, but I actually enjoy just running around fighting random battles for EXP and gil. Haha.
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