I just started typing this long reply, thought better of it and deleted it.
Basically, as my opinion would go, saying "10mil" for a company like Square is one of those hyperbolic internal statements a company makes to justify the % of resources the company is investing in one project and also to keep the internal teams motivated. A project of this investment from Square isn't the size of one from like an EA or Acti or Ubi, and I've seen projects with just as many restarts and larger team sizes have profitability goals of 6mm at the high end.
Great post.