It's a bloody silly "rule" cooked up by someone looking for a catchy headline.
It's supposed to be a conservative method of increasing mileage. But if you are running 20 miles a week and increase by 10% a week, you would have nearly doubled it in 8 weeks and nearly trebled it in 12. That's not even allowing for the fact that if you introduce quality it's a good idea to reduce mileage to maintain overall training load.
If I were you I'd increase mileage and then hold it for a further 3 weeks to see if you're handling it before implementing any further changes.