The grammar gurus would tell you that "less" is reserved for things you can't enumerate, like "sugar" or "sand" or "wind", and you should use "fewer" if you can reasonably count the things you're talking about. Since a number is given expressly (10), it really should be "10 items or fewer" but most people don't worry too much about that distinction. I get the feeling that by "popular vote" this particular rule will eventually fade away.


Edit: Should I have used "less" or "fewer" quotation marks in the above post?