Don't take quotes and take them out of context. Furthermore I'm not the first one to talk about 10 x 3 as Doug Hepburn, one of my greatest source of inspiration wrote about using 8-10 sets of 3 reps to build muscle and strength, and that was in the 50s.
It's like "German Volume Training"... which is simply doing 10 sets of 10 reps with short rest intervals. Made popular by Charles Poliquin in the late 90s. But also used by Vince Gironda in the 50s and 60s.
Nothing new under the sun!