Fascinating. I don’t remember where I picked up the same habit of setting broken clocks to 10:10, but I do the same with a couple of grandfather clocks I own for sentimental reasons.
British comedian Dave Gorman claims the clocks are set to that time (actually 10.08 in his example), because that makes them look happy, and they sell better that way:
https://www.youtube.com/watch?v=uSCRifY0H3Y