10 x 144. a gross is 144 stones.
Me, I don't use Preciosa crystals; I really do see a difference in the sparkle, especially when I get up into the big stones (33SS or bigger) and particularly the AB ones. But, you're right, it is a huge savings; because I don't do a lot of dresses (maybe 1 or 2 a year for my kids) - I just deal with the difference in the cost. Besides, I do order in the huge quantities, and share it out among the other skating moms, which makes it cost effective for all of us.