It's more of a guideline than rule folks. I've never weighed a prey item in my life, I learned from experience what worked best with my specific animals. Some weeks I'll give an animal 2 smaller meals, one larger meal, or even skip them altogether - I focus more on build and muscle tone than blindly following a set feeding regimen.
It is a good starting point though when you're trying to explain to someone, using only words and text mind you, what prey size they should be offering their snake. With so many other factors involved: ambient temperature, hot spot, age, growth, metabolism, stress levels, parasites, etc - it's virtually impossible to tell someone, with accuracy, what they should be feeding their snake.
I reckon the 10% "idea" came along as a safe guideline to help newbies get some experience without putting their animals in any undue risk. Then they can post up pictures and we can say, "maybe a bit more, maybe a bit less, perfecto - keep it up."
My advice is to learn what your specific species of snake looks like in the wild. I'm talking an average, healthy individual. Don't aim for some emaciated animal that has obviously fallen on tough times or a glutton who has broken into a hen house and just eaten 12 chickens - those aren't good examples of averages.. Find your healthy average and feed to achieve that look in your captives.