The response to the question of "where do they get 10 bits/second" can be found in the paper, in great detail if I might add.
Going from APM and/or image wiggling to "bits per second" is .... hilariously reductive and I struggle to consider this response to be woefully incomplete at convincing this reader.
And yeah, my immediate response to reading the title was "where the hell are they getting that number", so I have gone and looked and am unsatisfied.