With the Anti-Glare screen, 1 bar of brightness is still good,
on the normal screen it's not possible however
BS - I do it every night. Please don't feed BS soup to the masses. Unless you're in a room surrounded by 100W bulbs, it works fine. During daylight hours, it will depend on how bright a room is, or if the MBP is in direct sunlight. In my case (and every case is individual), ~4 notches works fine as a min during the day, though I typically keep it somewhere around the middle, and ~4 notches at night with lights on and 1 notch with lights off.
I get a good 5-7 hours every time. In real life, what this means for me, on avg, is it lasts all day, before I need a re-charge.
Tips I use to extend battery life:
Set screen brightness to minimum level at which you can see your screen comfortably
Do the same for keyboard backlighting (or turn off if you don't need it)
Turn wireless off if you're not using it
Use Safari (other browsers tend to use more battery)
Work on one task at a time (to avoid having multiple programs open, even if only in the background)
Quit any programs you're not using
Set your energy settings to shut things off after 5min of no use
Set a hot corner to shut screen off (when you know you have to step away, no need to wait for energy saver's 5min timer)
Also, I think only the 13" MBP is rated for 10 hours. 15" and 17" MBPs are rated for 8-9 hours, and, as others have mentioned, this is from the old methods of testing - I'm curious to see what they rate with the new testing standards, though I haven't seen Apple re-test anything yet.