It utterly amazes me how much people can charge for an appearance - sometimes the fee doesn't even include travel and hotel and meal expenses! $10,000 is not a lot for an appearance fee - we've hired speakers for our annual recognition even that cost that much and the speakers don't have a well known 'name'. There was also a big stink when Rutgers attempted to hire Snooki for the commencement address a few years ago - objections were based upon her fee + because of what she represents.