The thing about shoes is that there is no norm; that is, there is no universal standard.
I always get a half size bigger in Asics, but its not that the shoe is bigger its just that the label says something different on it to what it would if it were a Nike shoe.
I'd get 10 if I were you. At worst, it may be slightly longer and it will be wider, so then it gets back to what sort of foot you have.