Maybe that's because S&W created the 40 S&W by cutting down the 10mm... For the most part you can get almost the same performance in the 40 S&W as the 10mm with the same bullet weight. (well, almost)
Let me try to put things into perspective with a few examples for comparison. In general note that .40 S&W performance is customarily measured with 4 inch test barrels, while 10mm performance is usually measured with 5-6 inch test barrels.
The typical 180 grain .40 S&W defense load these days pretty closely matches the 10mm FBI load, which was 180 grains @ 950 fps (out of a longer barrel, which means that in practice .40 S&W is a bit more powerful). Most 10mm defense loads from the major manufacturers are close as well (a little more velocity measured out of longer barrels). On a side note, they're all a good approximation of the original black powder .38-40 WCF caliber from the Old West.
Jeff Cooper originally specified a 200 grains @ 1000 fps load for the Bren Ten 10mm pistol, which happens to closely resemble Elmer Keith's 210 grains @ 950 fps police load in .41 Magnum. .40 S&W is not far off in its regular heavy-bullet loads, and can meet or exceed those standards with hot 200 grain loads such as the following:
http://www.swampfoxgunworks.com/swampfox/product.php?productid=17641&cat=319&page=1.
Currently, the most powerful 10mm defense load from a major manufacturer (that I know of) is
175 grains @ 1290 fps out of a 5.5" barrel. This is fairly close to the original 10mm Norma loads, which are 170 grains @ 1300 fps and 200 grains @ 1200 fps out of a 5" barrel (I think). For comparison, .40 S&W can achieve
180 grains @ 1200 fps out of a stock 4.5" barrel, which isn't bad (about 90% of their momentum and energy)--although it takes a hot load (at standard pressure, not +P), those are "real" benchmark 10mm loads being compared, not light loads.
I'm not saying that .40 S&W can match 10mm's potential by any means, as it is, after all, a cut-down 10mm, but there is substantial overlap between them with regard to loads designed for certain purposes. Essentially the same goes for .357 SIG vis-à-vis .357 Magnum with regard to common defensive loads. Which is better depends on whether you prefer smaller & faster or bigger & slower.