It's intentionally buried. The FAQ is significantly different in November; it does say that unauthenticated pulls will experience rate limits, but the documentation for the rate limits given doesn't offer the limit of 10/hour but instead talks about how to authenticate, how to read limits using API, etc.
The snippets about rate limiting give the impression that they're going to be at rates that don't affect most normal use. Lots of docker images have 15 layers; doesn't this mean you can't even pull one of these? In effect, there's not really an unauthenticated service at all anymore.
> “But the plans were on display…”
> “On display? I eventually had to go down to the cellar to find them.”
> “That’s the display department.”
> “With a flashlight.”
> “Ah, well, the lights had probably gone.”
> “So had the stairs.”
> “But look, you found the notice, didn’t you?”
> “Yes,” said Arthur, “yes I did. It was on display in the bottom of a locked filing cabinet stuck in a disused lavatory with a sign on the door saying ‘Beware of the Leopard.”