To me, there are several broad misconceptions about 10th planet, but also some undeniable truths that even their members must admit.
As for the misconceptions, the idea that the style is ineffective, or a fluke, or whatever, is pretty much ridiculous. At its worst it is a highly creative and unorthodox style that even the most experienced practitioners must deal with. At its best, it will tie you in knots and suck the life out of you.
However, I think 10th planet members and supporters also need to understand why so many fire animosity in their direction.
The first, and probably biggest, reason is the 10th Planet "lifestyle." In addition to his jiu-jitsu teaching, Eddie Bravo seems to strongly encourage, if not literally teach, a sort of mystical metrosexual culture. There's the weed smoking, the trip hop, the slang, the youtube videos, the goofy in-match antics. Not every member adopts this culture, but its overtones if not literal manifestations can be found at any 10th planet gym, and certainly among any online 10th Planet presence. For outsiders, it's easy to find this culture grating, arrogant, and even douchey. And when you add in all the secret code names, the uniforms, the guarding of techniques, the frequent invoking of terms like "revolution," it's not hard to project 10th Planet as a cult.
In this same way, though, I think it's important to understand that Eddie Bravo is a promoter just as much as he is a jiu-jitsu practitioner, and so the lifestyle marketing is a big part of his success. Despite all the attention given to the Royler match, I would suspect that the great majority of new 10th Planet students have no idea about the existence of this match, nor the significance of it (and certainly not Eddie's loss to Leo Veira in the next round). In reality, Eddie is gaining students and affiliations through the aggressive promotion of his system and lifestyle, rather than through some common knowledge that he's the baddest of the bad.
As for the jiu-jitsu itself, once you peel away the outside jealousy and intimidation, I think there a few objective trends we can see developing. The most obvious is that pure 10th Planet players often give up position (and points) in order to work their game. As a result, when 10th planet guys are defeated in competition it is usually by positional, technical guard-passers, especially when the rules (i.e. points) encourage it. They are much more effective, even dominant against other guard players and against guys who are used to just smashing their way through guards.
In addition, the unconventional nature of the 10th Planet system makes it highly effective against opponents (often lower belts, but not always) who do not have much experience training against it. This success can, however, create a difficult situation for a 10th Planet instructor, as a student may, say, win a blue belt tournament via Purple or Brown level rubber guard, but might have lesser-developed skills in other areas. Do you promote the blue belt to purple, even though he doesn't have an overall purple game, or do you leave him at blue to keep dominating against guys who can't deal with rubber guard?
Another big issue I see is with the idea that 10th Planet is somehow "made for MMA." Though I've often heard this defense, I am skeptical that Eddie Bravo actually meant it the way it's been taken. From my perspective, the passive-aggressive nature of 10th Planet makes it highly unsuited to MMA, and, despite the positional concessions, highly effective in a sport jiu-jitsu context. From what I've seen, 10th Planet seems designed to counter many of the stale, you-do-this-and-I'll-do-that conventions of the traditional Gracie Gi style. The twister, in particular, is so effective because most of its setups are born out of transitions that would otherwise seem favorable to a Gracie jiu-jitsu guy. Rubber guard has been effective in MMA at times, but even then it is effective for many of the same reasons it is effective in sport BJJ, namely that it can swallow up somebody who's not familiar with it. By and large, a pure 10th Planet guy will have trouble with the explosiveness and ferocity of modern MMA, and will get straight-up obliterated if he imposes a literal Eddie Bravo, half-guard pulling attack. To my eyes, a sweep and submit system like Marcelo Garcia's seems much more "made for MMA."
So those are just a few observations from an objective guy like me. I'm not a 10th Planet student, but I have trained at 10th Planet SF a few times, and know a few of their members. I don't know exactly why 10th Planet garners such a strong emotional reaction in people, but whatever it is they must be doing something right. Personally, I'd like to see them act a little less arrogant, and become a little more open to others in the jiu-jitsu community, but it's not for me to decide and they seem to be doing pretty well on their own.