I don't know when you grew up, but 10% has been extremely low for awhile now.
15% has been considered the "so-so" service/performance level. 20% or more has been the general "good service" or better tip level.
The waiters and customers usually polled in these things are the wrong demographics.
People who complain about the level of tipping are the ones going to Olive Garden, spending $40 thinking it was a big deal. The difference between 10% and 15% there is $2. Trying to turn 25 tables in a night, those add up quickly.
I can say that for a busy chain restaurant, you are looking at 20-25 tables on a Friday/Saturday night, totalling between $800 and $1000 in sales. If we say average tips are 15% (pre-tax, which is about right), that's $120-$150. Take out 3-5% of your sales that you owe to the restaurant for tipping out bartenders, bussers, and hosts. You have now made $96-$120.
I waited tables for years. The truth is that if you tip between 13-20%, the waiter won't bat an eye. 30% will get a smile out of them, and a 0 will get them raged (whether or not service was terrible).
If you have someone who gave you bad service, and apologizes for it without an excuse, then I tip them well. They are generally the best ones, because they can recognize that they should and can do better.