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90% of 100 Mbps is 90 Mbps. You want to set for 10% if you want to limit to 10 Mbps.
BTW, this command isn't exact. I.e. you might find your bandwidth is more or less than 10 Mbps.
If you can, if you're limited to 10 Mbps logically, why not run the interface at 10 Mbps physically?