It means that the pump maximum capacity should be 10% higher than your maximum capacity required (just as bimr said), so in fact you are oversizing the pump selection.
If the reason behind this is service life or packing worn I don't know. I will be more inclined to think that is because of pump efficiency (depending if plunger or dipahragm and also viscosity, discharge pressure etc...you may have difference efficiencies around 90-95%)
I don't think is service life, many petrochemical companies already limit the strokes per minute on their specifications for API675 pumps, which in my opinion is the real service life factor.
If it is packing worn and MTBM I assume this could be really important in plunger pump, but, does it affect so much in diaphragm pumps?
Please correct me if I'm wrong!