Precisely.
That all seems unlikely in the case of 10x.
Contract programmers on the other hand, generally receive their compensation for a project in cold, hard cash, without any lucrative sidelines in selling T-shirts with pictures of their face to manage, or concerns over whether taking on a project for Yahoo will dilute their brand equity or boost their autobiography sales. It's difficult to see where 10X adds the value in cases where they're not finding the work. Interview coaching and advice on upping your rate is not hard to find; any recruiter that does have a position will offer it without wanting a piece of your existing income.