From how I see it used, here and elsewhere, "10x" now just means "really good". As with so many terms, this one got recast to be whatever people assumed it mean

From how I see it used, here and elsewhere, "10x" now just means "really good". As with so many terms, this one got recast to be whatever people assumed it meant without looking into it. Whatever (thin) science was behind it in the first place got abandoned in favor of something more poetical and less factual. This is how language seems to work in general: we stand on a pile of misinterpretations. But with terms that originated in the context of a specific usage in research, it can be frustrating.