I think in college it has become as much about pleasing the audience as the quality of the skills. And I get it. College is a different beast than elite. You want fans rooting for the team and the individuals. You want that air of excitement. That's what college sports are about, and especially since college gymnastics is on TV more now than it ever has been, you want people invested so that they'll tune in. It's not much different than an exciting football or basketball game anymore. Especially in floor I think there are a lot more 10's for routines that really bring people to their feet with great music and big "wow" skills, even if they're not the most technically difficult.
It doesn't really matter to me one way or the other. As long as the judging is consistent and fair, hand out all the 10's you want, I suppose. And 10's are something the audience can understand, even people who've never followed the sport. And with more novice fans coming to meets, I guess it makes sense not to burden them with complicated scores.