Yup, I'd have to agree with rthoman on this one.
For freshwater setups, the general rule of thumb is 1 inch of fish per gallon. So for your 10 gallon => 10 inches of fish. However, I would not recommend 1 x 10 inch fish, or 2 x 5 inch fish. You are better off with 20 x 1/2 inch (half inch) fish... A school or several schools of small fish is actually very beautiful and gives you some "movement" in the tank... Something to look at.
As far as the rule goes, it is only a guideline, however, you can cheat the number, provided you have good filtration. The better the filter the more you can cheat (keeping it reasonable - of course).
I hope this helps.