I play until one of the game end conditions are met...e.g. there are no more licenses to refill the auction or the 25 cates are gone. My understanding from reading another post here once is that the AI players just continue at the $14 (number 10) max bidding amount until the above two game end conditions are met. So you continue playing more rounds, you are not limited to 10. However, almost all of the times I have played solo I don't make it to the ten rounds before the game is over.
This is correct!