I'm with you on this one. The difference in scale length and string tension makes 10s on a Gibson and 9s on a Fender feel exactly the same to me. I also really don't notice a difference in tone between 9s and 10s on the same guitar. I also find that heavier strings than necessary just encourages me to play more heavy-handed, using too much finger pressure, leading to pitch issues and difficulty controlling bends. YMMV.