Having owned MacBooks/PowerBooks/iBooks in various configurations over the past 15 or so years, what models were getting real-life 10 hour lifetimes, and while doing what? I've never seen anything near that on anything I've owned before.
At my new job, I only got a 2015 13" rMBP without discrete GPU, and I now get 8-10 hours with the same workload. It's because I don't have to power as big of a screen and a discrete GPU.
Workload matters, but discrete GPU and larger screen also matter, a lot.