A couple comments:
1. As is the case with many things in a free enterprise society, those who go above-and-beyond to market their product will likely be able to charge more than those who do not. I'm sure there are many people who have been getting over $10 per point for years. It's mostly a question of how creative you want to be.
2. With regard to comments that the $10 fee is grossly inappropriate...sometimes yes, sometimes no. For exclusively weekday stays, that is absolutely true. But when you factor in weekends, the total points at $10 each often come very close to cash rates. I'm not trying to imply that this is justification for renting at $10, but it is something to consider.
There was a memorable post from someone who wanted to stay in a 2B at the Wilderness Lodge over a year ago. The stay was set to commence in February, just before the cash calendar moved from Value to Regular season. As many of you know, if you check-in during Value season, every night of that stay is charged at Value season rates.
He had initially booked a room through CRO. But, during a follow-up call, a Disney CM at CRO actually recommended that he rent points instead of paying cash, telling the guest that he would save "a lot of money." Without investigating the details, the guest cancelled the cash trip and started investigating rentals.
Needless to say, between the calendar going from Dream to Magic season and the fact that he had at least one full weekend in the stay, renting at $10 per point was going to cost him $500 MORE than the cash rate he had previously secured. By the time he realized this, either there were no rooms available via CRO or he had lost cash discounts previously applied to the room.
Again, not trying to use this as justification for the $10 rate, rather to illustrate that renting points isn't always a "slam dunk" proposition for EVERY Disney vacation...particularly at a higher price point.