Its one of those games where the money wheel must keep moving to keep everyone happy. It seems to be programmed not to horde coins, only to collect enough to payout the earlier investors, and as new investors stack up. the earlier investors get paid.
http://www.blockchain.info/address/1PonziWp56tyUGNcoDz5aV3M3xLrnU86otHere's the bitcoin address of it. I was looking at it to see if it was paying out the investors and sure enough, 110%
Oh to clarify, 10% return. It's your original amount plus 10%.