J10 suited is not better than AA, but if we're talking about favorite hands, then it doesn't necessarily mean the 'best' starting hand.
Maybe J10s is their favorite hand because it's won them the most money. Maybe it's their favorite hand that can potentially win a ton of money when it hits, but they can easily fold when they miss. AA is the best starting hand, but it can definitely be hard to let go when you're beat.
My personal favorite hand is J4s, not because it's a great hand or anything, but because I was playing at a home game with friends, another player and I decided to gamble for one NLHE hand dealt face up. We both put in $100, I was dealt J4s and he was dealt Q9. So he had a slight edge until I flopped 44J and won. It was fun and ever since then, whenever I get J4s, I play it and see what happens.