For fantasy football owners, it's the most important time of the season, as teams are in the process of separating themselves from the pack.
But it's also the time of year where a clutch performance from one of a team's go-to guys can lift a fantasy squad into postseason contention, seemingly erasing any of their teammates' lackluster performances in previous weeks.
In Week 10, there are a number of intriguing fantasy studs, but here are the the top must-start players this weekend.
As the field general of the reigning Super Bowl champions, Eli Manning has cemented his status as one of the game's elite signal-callers, but in terms of fantasy production, he's not held in such high regard. However, on Sunday, Manning and the Giants take on the Bengals, which makes the two-time Super Bowl MVP a must-start by default.
That's because the Bengals have one of the league's most porous pass defenses, and with the majority of his favorite targets healthy, Manning will slice and dice through the Cincinnati secondary.
For the Baltimore Ravens, the 2012 season has become an opportunity for the team to make a statement since Ray Lewis and Lardarius Webb were lost for the year. And if the Ravens are to have any shot at making any noise during the postseason, the pressure will fall on Ray Rice's shoulders.
Good thing the shifty back is more than capable of doing the heavy lifting, as Rice has posted six touchdowns on 651 yards thus far, and in Week 10, his Ravens are taking on the Raiders, who lay claim to one of the NFL's least proficient run defenses.
Rice will have a big day against Oakland, and he'll help keep the Ravens' train rolling towards the playoffs.
The 2012 season has been something of a renaissance year for Reggie Bush, as the former No. 2 overall pick has finally been able to stay healthy enough to put up the numbers we've always expected of him.
With four rushing touchdowns and over 700 all-purpose yards on the year, Bush is on his way the best fantasy performance of his career, and his Week 10 matchup with the Titans will only help that cause.
The Titans boast the third-worst run defense in the game. Bush will exploit Tennessee's weaknesses, and he'll have a big day in Miami on Sunday.
The surprising Seattle Seahawks have launched themselves into postseason contention, and running back Marshawn Lynch is a big reason why.
Lynch has nearly 900 yards rushing heading into the Seahawks' Week 10 clash with the Jets, and he's got a good chance of breaking the 1000-yard barrier against Rex Ryan's boys on Sunday.
The Jets, once considered a defensive juggernaut, have been one of the league's worst in terms of run defense, so Lynch is a virtual lock to rack up the fantasy points in Week 10.
The 49ers have been rolling, and though the team boasts the league's most potent rushing attack, Vernon Davis' contributions have been a big factor in the team's success.
Now, with San Francisco taking on the Rams, ESPN's fantasy spin points out a compelling reason why the former University of Maryland star is due for a big day against the Rams in Week 10: "The Rams defense has allowed an average of 62.9 yards per game to opposing tight ends and were burnt by New England's Rob Gronkowski for 147 yards and two touchdowns back in Week 8."
Davis has four touchdowns on the year already. He'll add to that total against St. Louis and could even register a 100-yard receiving game against the lackluster Rams secondary.