$10k is a really tough budget in my opinion. It is enough to get outstanding some things, but not all things. So you have to think about your use, and choose which things(s) get the "outstanding" treatment.
If your primary concern is TV/Movies, especially action stuff, I would put 2 subs at the top... probably ~$4k for the pair.
If your primary concern is music, I would put the 2 Front Left/Right speakers at the top... again probably ~$4k for the pair.
That is likely the most differentiating decision you'll have to make. (Keep in mind, either focus can perform adequately for the other use, but can be awesome for its intended purpose.)
Regardless of your above decision, I'd go 5.1 if music is primary, 5.2 if TV is primary. Probably ~$1k for AVR, ~1k for amp, ~$200 for BDP, the rest for speakers. For music you can give less consideration for the Center speaker than the Left/Right. For TV/Movies, you need a great Center, (as somewhere around 75% of all sound will come from the Center). For music, the sub(s) won't be as important IF you get great L/R speakers... at least big honkin, chest thumping, window rattling, chair shaking Low Frequency Effects won't be as important in your sub(s).
Whatever you do, $10k can put together a great system!!!