$10 is not bad, I've seen situations where domains turned into premium and jumped to triple digits...
The crazy thing to me is that a lot of people see first-year prices for vanity domains and don’t seem to understand that the math doesn’t "math" if they’re going to keep the site for more than a couple of years.
They'll acquire an .app, .xyz, or .lol for a buck without realizing that in as little as two-three years, they’ve already spent the same amount as they would on a standard top-level domain like .com, .org, or .net. And now they're just losing money after that...
And there are first-year promotions for .com, too: currently a few registrars are offering one for $3-ish, although this is usually limited to one domain per account.