Ok, so it is January, so many more colds, coughs etc.
The survey has shown very little normal flu so far this year. Since the rhinovirus peak in September, the "normal" respiratory symptom causes haven't been happening, so whilst lots more symptoms then, I don't think we should be expecting more now, so positivity rates for genuine symptoms are likely to be the same as a month ago.
However the problem is we don't know how many of the tests are with symptoms or not, the stats aren't published - and probably aren't reliable anyway as people have to say they have symptoms to anyway.
But even without symptoms changing, peoples behaviour could well have changed, previously someone might've not tested on very marginal symptoms 'cos they felt it very unlikely that they were, now they would, or maybe just more worried people testing for a headache and similar.
So there's guesswork whatever direction, 10% is still bad, other than identifying.