There are a number of factors why VG10 is preferred to 440c and why VG10 appears to be the better knife steel. VG10 is a different type of steel to 440c in that it has cobalt and vanadium which 440c hasn't plus a slightly higher level of molyb which held increase toughness, strength and wear resistance. Whilst 440c might appear on the charts as having more carbon this is generally not the case they both normally have around 1%. Also 440c has a higher level of chromium which whilst helping in keeping the steel stain free does increase the possibility of brittleness esp., at higher hardness levels.
Both are good steels but VG10 is more popular because it has been better heat treated than 440c - for years 440c had been badly heat treated. Also VG10 is a fine grain steel which increases sharpenabilty. Another reason VG10 is so popular is because Spyderco use it to advantage in their Japanese made knives.