If someone has a straight with the J-10 you need to fill up to scoop the pot. An Ace or a King would do that, but then you'd have to worry about someone having AK, AA, or KK.
If your hand is the best hand, and no one has the 10-J, or the bigger set, then you'd likely have to worry about a flush card coming off, or a 10.
Look closely at the action, what four hands could you put your opponents on where it would be correct to cal?
One player likely has 10-J. Another player likely has the nut flush draw. Another player likely has A-K, or possibly A-A, or K-K.
You call with this hand in that spot and it's like burning money. It would be a horrible mistake to call with bottom set in the described situation. It's a clear fold.
