Rebranding decision 
Mz: If those are the only two options on the table, I would go with ten.tld and do a promotional campaign around the idea of it being "A perfect ten" (on a scale of one to ten) kind of thing.  Of course, you haven't said what you are doing currently, why you are wanting to rebrand...etc.  So please realize that answer is probably only as good as the data it is based on, which is not much.