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Set/Rep Question on Matt Rhodes Article

I just read this article by Matt Rhodes on EliteFTS.com and was wondering when he says 5 x 10 does he mean 5 sets of 10 reps or 10 sets of 5 reps?

http://www.elitefts.com/documents/getting_ready.htm

5 sets of 10 reps

It is a hypertrophy phase.