The real magic, as you noted, is in understanding the business and being an expert in creative problem solving. A 10xer might develop a tool that thousands of people in the company use and saves millions of hours of time. Or they might design a system with the absolute minimum of complexity, that is a joy to work on and reduces turnover and increases feature velocity. Or, they might just learn to say NO a lot and cut scope creep and allow the company to deliver what's actually important.
I imagine some people don't believe in 10x engineers, because they work really boring jobs where creative problem solving isn't that important. When the implementation is straightforward there's not going to be that much of a gap between the worst and the best. But even in a boring job there is ample room to be a 10xer, you just have to think outside of the box more, understand the business, and understand what's causing friction in implementation.
In more serious/long-term companies, since the interview process is more difficult, you don't usually encounter .1x engineers and what I've described doesn't happen.
All in all, there's room for everyone (.1x and 10x)
Consider an engineer who is dedicated to performance. In the wrong organization, this kind of person can be harmful or neutral. However, if the same person at Twitter in the "fail whale" era, they may be a key contributor to keeping the organization afloat until more substantive changes take effect.
In a B2C company, product engineers are more evident. At a B2B in a sector that isn't self-evident, the same product engineer may not have the domain expertise to contribute in the same way.
It is one aptitude that many effective engineers have, though.