There are companies where 10x engineers make sense, and there are companies where normal engineers are better to have.
One good example is the Commandos, Infantry and Police article from 2004 Coding Horror. (you can look it up, not going to link) Typically the commandos are the 10x engineers. Having them on early in a startup is tremendously helpful. As a company grows to stages where you want infantry and police, having commandos / 10x engineers might hurt more than they help. Of course this isn't always true but this is more likely true than not, in most cases.
We as humans, and particularly in America, like to quantize people and use a single variable to rate how good people are. In reality different people are good at different situations. It's not always the best option to hire for the 10x engineers.