Besides, as previously stated in other threads on the subject, it really seems like the 10mm hype train was being conducted by existing fans of the cartridge, hoping to capitalize on the FBI dropping .40 S&W by using it as a means to push its big brother. Basically, they wanted to get more folks talking about 10mm in hopes that it would create a greater demand and thus give the cartridge a second chance at mainstream popularity.
Unfortunately, the FBI seems to have already successfully convinced the majority of shooters that there's no practical advantage to cartridges more powerful than 9mm Luger, and apparently .40 S&W is "too snappy" for most shooters these days anyway, so obviously a harsher recoiling .40 was a tough sell to begin with.