10M are sort of guaranteed for 10000 hours. Well, other Mullards might last just as long if you are lucky, but I don't count on it. I count on 5000 hours. So far I have about 2000 hours on the narrow long plates.
I can't say because I only installed Mullard 12AX7 narrow long plates in my VAC's Avatar SE preamp section and they sound excellent. I did read that, yes, there is a difference, there is quite a range of Mullard sound.
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