Does X10 even have a blockchain? I think no.. Which makes it a bit ironic being advertised by a block explorer doesn't it?
You should understand one thing, no matter whether it has blockchain or not, we cannot interfere. The only thing we know here, is the difference in the way they advertise, no one will argue anything if it doesn't include the words "earn 10% daily". I think Etherscan will not intervene deeply in this matter, they just make sure that their ads are valid