The key here is active ingredient. Sitting in front of me is Clorox brand "regular bleach" with an active ingredient listing of:
sodium hypochlorite 6.0%
other ingredients (whatever that contains?!) 94.0%
total 100%
(yields 5.7% available chlorine)
The problem with this and most normal, household commercially available bleaches is that when diluted down to 10% solution, you're making a 0.57% (in the case of the bottle I have) solution, a FAR cry from a 10% solution. At this point a true 10% solution would be quite difficult to make without some sort of means to increase the available chlorine in the current "full strength" bleach.
From a microbiology lab done many years ago, we did an experiment to show zone of inhibition. The zone of inhibition test shows how susceptible a known controlled organism is to a given antibiotic/antimicrobial agent. The test is done on an agar plate the organism will grow on, the plate is streaked with this organism, small sterile discs containing the antibiotic or antimicrobial agent are then placed on the plate, the plate is then incubated, and then the clear zone (aka zone of inhibition) where no growth occurred is measured. The test itself doesn't show that the organism has been killed, but that the antibiotic/antimicrobial agent was able to prevent growth.
Our lab used 10% household bleach (which we know to be actually a mere 0.5-0.6% solution of chlorine), water (control), 3% hydrogen peroxide, 70% isopropyl alcohol, and Roccal-D as disinfectants, and tested against attenuated Staphylococcus aureus. The bleach and water discs had no zone of inhibition, rubbing alcohol had a small zone, and both hydrogen peroxide and Roccal-D had sizeable zones of inhibition.
Our lab TA also tested other common bacteria, I forget which, but pretty much the general conclusion was that bleach sucked at a 10% solution. This is especially so as most people simply spray and then wipe an area for "disinfecting" it. The problem with this is a lack of contact time. At the research lab (an ABSL-3 facility...research it) I use to work at, using bleach in a proper concentration to get proper solutions, we acidified bleach and used it for disinfecting tools, equipment, and surfaces after necropsies that involved various Centers for Disease Control select agents. One of the tougher agents to clear were anthrax spores. Disinfection, via P&P, called for a 20 minute contact time BEFORE we could even start scrubbing and wiping down surfaces. Tools and surfaces had to be scrubbed for about 5-10 minutes, as a combination of both scrubbing and contact time ensured the breakdown of cell walls of various bacteria.
With all this in mind, per my veterinarian's recommendation I use chlorhexidine or A-33 dry. I'd use Roccal-D, but it is difficult for me to obtain it as a private individual in New Mexico. I do make and use acidified bleach, but it is something that has to be used quickly.
For regular household cleaning, my wife who's a microbiologist, uses no less than a 20% solution of bleach IF she uses bleach. She mostly uses vinegar, hot soapy water, and good old fashion elbow grease.