That chart doesn’t say you lose 10% of your market share.
It only says that 10% of your users can’t upgrade to the latest version of your app, which is a totally different proposition.
You say for some companies, this is unacceptable, which is obviously true.
It’s not obviously true for a lot of companies, so it’s worth questioning whether this is just a dogma that is handicapping developers and slowing progress in many cases.