10 hours is not possible for several reasons (flamesuit on)
1. You can't see anything from the glare if you work in a normally lit room. Is everyone working in a dungeon or something? So you must turn the brightness up to 75% at least. I truly believe that it's got to be bad for your eyes to be using the screen at 1 or 2 notches of brightness. It's literally a mirror.
2. There is a 63.5 watt-hour battery inside. Mac OS X may have good power management, but they're using the same components that pc makers are using with regards to power consumption. You're not going to get 10 hours of battery life. An x200s thinkpad has an 84 watt-hour battery and they barely even dare to claim 10 hours. And this thing has an ultra low voltage chip that sucks little juice. It's the size of the battery that trumps everything, people. Macs are still subject to the laws of physics.
3. Idling doesn't count. If you're leaving the computer on, going to cook dinner, and then come back and check your email, and then go take a shower, that's not how I'd count 10 hours of battery life. There's too much idle time.
4. The real answer is 5-5.5 hours of battery life. That's still excellent. But just don't expect 10. All you can say is that battery life improved from the last generation. I'd guess by about 30 minutes max.