If you put a caliper around every water bottle that you see, you'll find some that are a skosh smaller in diameter than others. I'm thinking that 10 Wheel's water bottles will fall into that category.

Plastic water bottle cages don't adjust like the cheaper metal water bottle cages do.

FWIW, my favorite water bottle cages are Blackburn Chicane cages. They can be adjusted for a snug water bottle fit and they are stainless so they won't leave black marks on your bottles.