That last statement may have been true 15-20 years ago, but it is more of an Urban Legend today.
These were mostly released in the last 5-10 years:
The SIG 180 V-Crown leaves the P220 at 1250 FPS for 624 pound feet of muzzle energy
The FEDERAL 180 Trophy Bonded departs at 1275 FPS for 650 pound feet of muzzle energy
The Hornady 180 XTP also runs at 1275 FPS for 650 pound feet of muzzle energy
The Winchester 180 bonded JHP has a 1240 FPS muzzle velocity for 615 pound feet of muzzle energy
So the Boutique ammunition houses do not have the market cornered on powerful 10MM Auto ammo
Yes it is true that several of the other major manufacturers have not yet stepped up to the plate with a return to more powerful ammunition, but they will as time goes on
The last decade has seen an explosion of new firearms from virtually every manufacturer. It only make sense that new ammunition offerings have to follow
A proper, full power 180gr 10mm Auto load ought to be driving that bullet at least 1300fps, if not 1350.
Don't get me wrong, 180grs @ 1200+fps is still significantly hotter than .40 S&W which would be doing 950-1000fps MAX, but it still isn't quite full-power, and to me, if you're going to choose 10mm Auto over .40 S&W — considering that the size/weight/cost all go up substantially — you want real full-power 10mm Auto performance, which is a 200gr projectile traveling a 1200fps.
Granted, the hotter 10mm Auto loads tend to overpenetrate, thus escalating the risk of collateral damage in an urban environment, but this is true of practically any load that's significantly hotter than .40 S&W, ergo shaving off 25-75fps isn't going mitigate that risk because most 180gr .40 S&W loads are going to penetrate right to the edge of FBI Specs. Heck, 180gr XTPs will hit 21" in FBI Calibrated Ballistics Gel, despite the fact that they're only flying at 1000fps.
So if overpenetration is a concern, then frankly 10mm Auto is probably too powerful for your current environment, and thus it makes no logical sense to purchase and carry a 10mm Auto Pistol if you're just going to be shooting FBI Loads when a Pistol chambered in .40 S&W is going to be smaller, lighter, substantially less expensive, and equal the performance of a 10mm FBI Load.
There's a reason why most folks who carry 10mm Auto are living in a rural environment with four-legged predators being a consideration.