10BB is indeed not too much.
Basicly by betting half of his stack - he tells
us: he will not fold.
It's a hard question in this situation... It depends on the other players.
Probably I'd do this kind of raise if I'm holding premium hands, and I know that some players behind me are not aware of my stack size, so I can double up on them...
But you can also play with this. Like in this case you (and I guess most of the people at the table) put him on a great hand. You can vary your raises, so after the ususal 3bbs, once in a while throwing in an overbet with cards like 89s can work pretty well (or basicly any 2 - usually you still have at least 30% chance to win, but againts tight players you won't get a call).
Of course you don't really want a call, but I guess in this case the other people will not try to resteal as they see you've already committed yourself. If you raise 3BB often, and 3BB all the time, it will not give you the image that you are holding strong hands.
Poker is dramatically changing, and position is still very important, but people tend to steal more often now from UTG and early positions in mid- and higher stake tourneys.