Wow. I forgot how long it has been since 10mm was developed. There's been time for people to grow up without knowing its origin story. Here it is, as I understand it:
10mm was developed in the mid-1980's with a lot of input from Jeff Cooper, a retired US Army colonel and a highly respected firearms authority from the 1960's until his death in the 2000's. It was attempt to devise the perfect handgun cartridge, one that would combine the big-bore stopping power of 45ACP with the high magazine capacity of the 9x19mm AND the high kinetic energy of the .357 Magnum.
Unfortunately, this last step - .357 Magnum power - was a bridge too far, IMO. It made the cartridge too long, it made the gun it was designed for (the "Bren 10") too big and heavy, and it meant that 10mm could be chambered in very few existing guns - basically just the Colt 1911. Eliminating .357 Magnum power from the equation resulted in the 40 S&W, which was a success right from the start.
10mm is not as much as of a success as 40 S&W, but neither has it disappeared like 41 Action Express, 401 Powermag, or 9mm Federal. It's in about the same category as 41 Magnum or 32 Magnum, I would say - a niche cartridge with a following large enough to be worth keeping it in production.