Right, "10k" is often code for "who cares". In a low current application it might be 100k, or even more. Sucks for logic speed -- you do need to make sure none of these signals are rising too slowly for their own good. Logic gates can chatter when the input spends too long (more than fractional microseconds?) in the transition region, or say, transistors used to switch power domains on and off, can spend too much time in the linear range, dissipating excessive heat, not to mention the potential for oscillation.
On the low end, pull(up|down)s down to 50 ohms are typical for terminated signals, like Ethernet (which is 100 ohms nominal; coupled through a CT transformer, two 50 ohms are used in series across the CT winding -- same thing).
Even lower can be used for driving MOSFET gates (large load capacitances) at high speeds, or specialty purposes (e.g., a low impedance attenuator for signal injection).
There aren't many use cases these days for unipolar, logic level, terminated signals, but there were some families for that purpose, back in the day. A relative of Ethernet used 50 ohm terminated coax cable. A typical use case for 74/LS TTL was outputs driving ribbon cable, with a termination at the far end consisting of 330 ohms pulling up and 150 ohms pulling down: the parallel (Thevenin) equivalent is ~100 ohms, matching the ribbon cable (alternating signals and grounds gives about 100 ohms characteristic impedance)
Intermediate values, say 200 to 4.7k, are used to varying effect. Such a pullup on a TTL output will (eventually) reach the +5V rail, a handy hack to interface to CD4000 and 74HC CMOS. If you need the speed, you might choose a lower value; if not, a larger, generic value will be fine.
A very typical modern application is I2C, an open-collector serial bus. Performance is limited by the rising edge rate, which is typically not very important (if you need high bandwidth, you don't choose I2C!), so a relatively large resistance can be used (10k or more?). When a lot of devices are connected, or long traces or even cables get involved, the high load capacitance can require smaller resistors to maintain performance, down to 1k or so, maybe a bit less. Beyond which you really should consider multiple buses, or a more powerful networking standard!
tl;dr the motivation is largely risetime, and if it's noncritical, well, it can be very noncritical. Transmission line termination is another motivation, in which case a value similar to or slightly larger than Zo is desirable.
Tim