Q10 not the greatest hand to be 3!ing imo, but hey at least you haze position.
Villain flats oop instead of 4!, so lets say he rarely has QQ+ so AJo-AKo, A10s+, 66-jj.
You'll get more folds than calls and definitely know where you stand if called, so Cbet looks good.
Turn is dangerous as it leaves you open to c/r but checking back doesn't support a good bluff story for the river.
Betting smaller otr is much better imo as it seems to accomplish the same thing as a larger bet but loses less when called.
Bc F4O said so....