They specify 10MB/sec as the write speed, but you're correct, the fine print does say that, which implies it may be less under less ideal situations.
The 4.8Gb/sec speed is the maximum speed USB3 can reach. The device itself will have a maximum speed, in this case 10MB/sec, which is determined by its controller and the speed of the flash on the drive. In between, you also have the USB3 controller which can affect the speed, too.
So basically, not every USB3 device will get 4.8Gb/sec due to these limitations, just as not every USB2 device gets 480Mb/sec and not every SATA3 device gets 6Gb/sec. In this case, the fact that the drive supports USB3 is basically marketing, it's barely any faster at best than USB2 would support so it serves no real useful purpose being USB3 compatible.
It's worth checking speeds on USB drives before you buy as they vary massively, expect to pay more for a faster drive as always but don't expect that just because it's USB3, it will be fast.