Early on here on the forum we generalized by differentiating between the standard AR and 'large-frame ARs'. The latter encompasses not only the 308 AR platforms, but also the proprietary platforms that handle long-action (and larger) center-fire cartridges, ie Noreen and such. We briefly considered renaming the forum and moving to another domain name for that reason, but decided against it.
AR10 is unfortunately going to be a generalized label for the large-frame ARs, for better or worse. I can only hope enough people gain enough interest to inform themselves and promote the use of proper nomenclature.