Rapid chess is a middle ground: it allows meaningfully more calculation and planning than blitz, while still fitting a full game into a lunch break or a single tournament round rather than several hours. Popular online formats such as 10+0 or 15+10 (minutes plus increment) fall into this category.
FIDE maintains separate rapid ratings alongside classical and blitz ratings, and major over-the-board events, including World Championship tiebreaks, are frequently decided at rapid time controls when classical games end in draws. This makes rapid an important format even for elite players, not just a casual alternative.
For improving players, rapid time controls strike a good balance for practice games: there is enough time to apply opening preparation and calculate critical lines, but games remain short enough to play and review several in a single study session.