I don't understand why it's considered as provincial to give #10 to a player you already have. Say what you want but to me the likes of Gotze, Draxler, Isco or Oscar wouldn't be more worthy of the number than Pogba.
Pogba has grown here into a WC player. He's marketable, has fantastic technique, scores wonder goals every now and then and he attracts people to come to stadiums or turn on their TVs.