.40S&W is a very high pressure cartridge with a very fast peak pressure once the round is fired. from the onset, .40S&W was loaded to almost max with 180gr and thoses that pushed too far with the round ran into kBoom! issues, especially in Glocks. i consider the .40S&W to be an effective round, but not all that flexible when reloading hot loads.
the 10mm on the other hand, is a very versatile cartridge that can be loaded light or up to magnum level power. it is my favorite round and still lives due to it's versatility, despite the decade long drone that the 10mm is a dead cartridge from the gun rags and gunshop counter boys. the nice thing with a 10mm handgun is that you can get a .40S&W barrel for it and shoot somewhat cheaper ammo... same goes for .357SIG and 10x25 (are those cartridges still around?). With VLTOR Fortis (Bren Ten) on the horizon, I hope that the 10mm finds a new generation of shooters (there will be many old ones for sure) that pick up the 10mm and have fun with it. i am under no illusion that the 10mm will become as popular as the mainstay cartridges (9mm, .40S&W, .45ACP), but i do hope more shooters will see how good the round is and use it to it's full potential.