Thinking on this the deaths were deliberately bloody. 10:10 made a choice to go with gory and bloody. It wasn’t enough to have those that refused to conform be carted away, put to sleep, or simply vanish. No their blood, their guts had to splatter onto their classmates, coworkers, and friends. Note the constant reaction shots of people covered in gore screaming.
But everyone that that refused to comply was killed. So the people that got bloody and were horrified by it were those that had already agreed to go along with the program.
The secondary message is clear: “You are alive, but only because you toe the line. The second you fail to comply, it’ll be your blood splattered on everyone.”