You don't have to change the oil as frequently as the oil-change places would have you believe (3000 miles) and 10,000 miles is on the high side of what's reasonable.
I change my own oil and do it at 5000 mile intervals -- I also rotate the tires at the same time. I don't need to change the oil this frequently, particularly since I use Mobil-1 synthetic (5W-20), but I am trying to spoil her!
The car monitors some parameters about the way the car is driven and you do need to reset the "oil life monitoring system" periodically. After I change the oil I:
1. Press and hold the start/stop button without foot on brake for about 2 seconds, then
2. Push both gas and brake pedals at the same time and hold them, after a couple seconds the "Service: Oil reset in prog" will come on, then, after about 25 seconds the "Service: oil reset complete" will be displaid.
3. Release gas and brake pedals and turn ignition off.