It's probably because the sponsors/exhibitors are picking a lot of it up, but $10 certainly isn't bad, but other events we've gone to have even had free or cheap admission too.

Here are some of the prices to the best of my recollection at various event we've attended more recently:

Ohio Linux Fest: free
Fosscon: free
South East: free
North East: free
North West: free
LibrePlanet: free for FSF members ($35 students, $90 non-members)
HOPE: around $90

We've been to at least one event where the cost to sponsors/exhibitors was as low as $0.13-$0.17 per attendee, but in each case the attendee ticket ran around $100 - $200 and the event(s) had 1700-3000 people in attendance. Comparing those events to this event the cost to sponsors/exhibitors is high starting at about $1.25 per attendee with an estimated attendance of about 600 people.

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