That message refers not to the number of rows displayed in the spreadsheet, but the number of items that appear in the column filter dropdown. I’ll admit I was a bit concerned, because this spreadsheet would *always* have more than 10000 rows, so what’s the problem? A customer called about a spreadsheet that was being generated by SSRS, and they were thinking they weren’t seeing all the data due to Excel showing an error saying it couldn’t filter more than 10000 rows. A recent help desk case took me longer to resolve than I expected, mostly because what the error message said and what I thought it was saying were two different things.