Think of it this way.
Imagine your wins as an indicator of what rank you get, as you seem to take it as.
1 win is bronze, 10 wins is challenger.
Just because I won like 8 means that I should be in Masters? Seems a little over the top, that way.
What you have is a hidden account stat, MMR. Match Making Rating. That is tied to everything about your games. Kills, deaths, assists, CS, wards placed, damage done, taken, etc. They use MMR, not wins, to dictate where you go. This tries to narrow it down to individual achievement rather than run the risk of "Lucky" wins or a game you did awful but still won. So based on this, you are placed after those 10 games using your total numbers from each category and places you accordingly. Also, new season. They down tune your MMR a bit every season so you can prove you are better and climb.