They are probably talking about ten coats of sprayed on finish. You are probably going to roll or brush on. The efficiancy of brushing or rolling is pretty much 100% material on the product, whereas spraying you will put on maybe 65% with a high quality low pressure high volume gun, and using an old siphen gun your transfer is more like 35%.
There is a big differance between spraying and brushing, make sure your talking apples to apples.
Also be carefull about differant brands as some of this stuff comes thick and some is like water, mostly the cheaper brands are watery. They can vary the amount of solids in the material and it seams cheaper, but doesn't cover worth a damn. Also some brands are much harder than others. Another thing is to always use a system, one brand, and do not mix reducers and hardners from differant brands, regardless of what the salesman, or your pocketbook says. These are high tech paints and need to be mixed in pretty much as the book says proportions, otherwise you may wind up with an expensive mess, and urethanes don't clean up real easy if you screw up.
The reason good shops use the expensive brands is not because they can charge you more for them , but because they don't have any problems with them ,and can guarantee thair finished product, our motto and most quality shops has always been "no redos".