How are you playing 10-10?

In cash ring games with 10 players I've either been raising them for show or playing set. It's just too easy to beat without a set, particulary if you have multiple callers.

Although I picked up a pretty good pot with it today. A raise got me heads up and the flop came Jack high. Took a stab at it, call. Took another stab, call. Oh #$%& he probably really has it. Ten comes up on the river. All-in, he shows his pair of Jacks and I claim the rest of his stack.