You may be misunderstanding the bit measure here. It’s not ten bits of information, basically a single byte. It’s ten binary yes/no decisions to equal the evaluation of 1024 distinct possibilities.
The measure comes from information theory but it is easy to confuse it with other uses of ‘bits’.
Only when you are framing it in terms of information entropy. I think many of those misunderstanding the study are thinking of bits as part of a standard byte. It’s a subtle distinction but that’s where I think the disconnect is