I think they are identical. On the Bigelow tube its says made by Proraso, and having tubes from each, I cant tell any difference. $10 is right, though I have sometimes found it at half price (under the Bigelow name) from the chain Bath and Body Works.
As was noted, it is a standard in the shave den; one of the best. Use alone, or mix a dab with your favorite soap. Add a few drops of glycerin and whip up uberlather that is addicting.
Jim