For normal web workloads 10G is still far more than most people ever touch. We run around 50 sites on one box and never come close to filling a 1G port except during backup windows. The bigger pipes make sense for CDN edge, video, game servers, and anyone who needs to absorb a volumetric attack instead of having the upstream null the IP. There is also the question of whether the rest of the machine can even feed a 100G NIC, since a single stream off normal storage runs out of CPU and disk long before the link.
Are customers asking for it by name in your experience, or is it mostly providers putting it on the spec sheet?