Not to mention that tech industry firms are reputed to be more generous than what is otherwise common, that sounds really low even outside of the tech industry; its lower than any company I've seen, and lower than what most sources I've seen indicate is common. [0]
[0] e.g., http://www.bls.gov/news.release/ebs.t05.htm and http://www.salary.com/time-off-paid-time-off-from-work/
I worked as a programmer at a big boring company which did this - 10 days of company holidays, 10 days of you-get-to-choose. It's a month off total, but you only have control over 2 weeks, so it's presented as 10 vacation days.
The first source I linked provides actual averages for paid holidays, paid vacation, and paid sick leave.
10 paid vacation days is dead average for professional, technical, and related employees -- with only one year of service, and low for such employees with more service.
Some people negotiate additional PTO as part of their compensation package but I don't need to tell HN that engineers are notoriously bad at doing this.