I agree with Robb. You can still win the pot without flopping a set - dry flops, scare cards etc. Remember that you do have a hand - and villian has A high many times.

You just need to know your villian here - its about reads + position.

To call 10x you need to know how villian plays. If he is tight post flop - you want to see a low flop and take it. If he is loose you can consider taking his cbet with a raise.

If an A or K falls on flop (50% from memory) and you miss your set - you can drop it either way.

Alternatively - he may have raised with a pair - and if he is tight and checks an A high flop - you bet in position and take it.

In all scenarios - having position is a major advantage which needs to be considered when calling with as little as 10x on offer but 10x is fine against the right opponent.

The higher your PP the better also obviously - you'd be more inclined to call 10x with 99 than 22 against a shorty.