I ran E10 for a few thousand kilometers, when driving through countries that sell it. The car ran very nice and i did not see an increase in fuel consumption. Yes, it has less calories, but since 100% ethanol has about 30% less, then E10 only has 3% less, so instead of 5L/100 it drinks 5.15L/100km, not that much more really, and perhaps small enough that the advantages of ethanol cancel it out (better evaporation, higher octane, oxygenates).
And the evaporative properties of the alcohol and increased octane rating may