Since I got my Glock G29 10mm I noticed we have 10mm ammo with 40sw ballistics (and worse) and cost more than the 40sw ammo themselves. I bought a Lone Wolf barrel in 40sw for my G29 and I have a Sig P250c 40sw as well.
Heck, some folks even shot 40sw in their 10mm barrels with no problems.
When I buy 10mm ammo I expected to get 10mm loads. I have Some hot 40sw like the Hornady 165 FTX and Underwood 155 XTP and I want my 10mm 180 to be hotter than them.
At Academy they have Sig Elite 180 that does 1250 fps That I'm satisfied with. Right now I have Hornady 10mm 175 FlexLock (1150 fps) for carry also from Academy. That's the mildest I'll go and Hornady are good stuff. I have 'em in 9mm, 40sw and now 10mm.