It is my understanding that the most common panel size in the industry is 18" x 24", with a usable area of 16" x 22". If you are dealing directly with a fab, just ask them what their standard panel size is and figure out how many boards can fit onto one. My last order with DDI Global utilized one panel. I was quoted $1930 for 5 boards, $1930 for 10 boards, or $2150 for 30 boards including electrical test. This is because my (custom stackup) boards were going to be made using one panel, so the extra 20 or 25 boards cost virtually nothing extra (a whopping 120 dollars more total) because all that was involved was a little more effort in electrical test and they had to worry about yield a little more.
Now other fab houses might put your stuff on a panel with someone else's stuff if your stackup (dielectric, copper thickness, plating, soldermask, tolerances, etc) are the same. Advanced Circuits and other inexpensive places that let you buy only a few boards do this. When these guys say 10 square inches, it means 2x5, or 2.5x4, or similar, and definitely not 10x10.
If you're board is 2x2 it means you can get two made in 10 square inches (2x2x2 = 8 sq inches).