If that were true, EPA would have never allowed, and almost no manufacturers would have taken the CAFE hit if they could pick up 10% by sticking with smaller diameter rims.
My vehicle comes with 18s or 20s depending on trim level, and considering that the Touring trim with 20s weighs several hundred pounds more in luxury upgrades over the base model with 18s and suffers less than a 3% mileage hit, I’d love to see some industry data backing your 10% claim as I’d switch tomorrow if that were true.