It is very similar to a recurrent sketch a couple of British comedians do on TV now - in which, after a normal conversation of some kind, one of the participants picks up a microphone after the other have left, and, in his best James Bond Villain voice, says "keeell them". eg:
http://www.youtube.com/watch?v=mUP3A9imOYUBut in those, of course, the evilness of it is played up for laughs, and it's a complete wrench from whatever comes before. I can't work out why it was thought good to portray the advocates of 10:10 like that. Perhaps the idea was "if you don't take part, you're doing your bit to kill other people, so it would be poetic justice for you to die", but that really seems like an extreme message to me.