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If looking for an all in one compact, I'd recommend the Sony RX100 above the X10. My dad has an X10, and it's a good little camera, and it feels great in the hand, but the RX100 is both smaller and more capable, with image quality comparable to early m4/3 cameras like the E-P1. The lens is a little better on the X10, though (especially in Macro mode), but the sensor improvements on the RX100 make for a bigger difference there than the smaller differences of the lenses.
From what i have seen the image quality from the RX100 is for sure a step up from the X10, though over here the RX100 is about 50% more expensive than the X10, so i regard them as being in different market segments. For the moment the pre-order price on the X20 is about the same as the RX100 though, and i agree its a hard sell at that. If you can wait a couple of months I expect the "settled" price to again place the Fuji a step below the Sony.