$SU(3)$ gauge theory with $N_f$ fermions in the fundamental representation serves as a theoretical testing ground for possible infrared conformal behavior, which could play a role in BSM composite Higgs models. We use lattice simulations to study the 10-flavor model, for which it has been claimed there is an infrared fixed point in the gauge coupling beta-function. Our results suggest the opposite conclusion, namely we find no beta-function fixed point in the explored range, with qualitative agreement with the 5-loop MSbar prediction. We comment on the inconsistency between
our findings and other studies.