okay, where the fuck is the 10x zoom button... Live view I got down, and understand, and yeah it is clunky on the DLSR vs mirrorless.... Hmm found the 4x button! Really should go back and RTM again now that I can kind of use it.

You might have to hold the zoom button and turn one of the command wheels, or enter the zoom and then turn a command wheel. It varies in different systems. Also note 10x might exceed your actual resolution, that also varies depending on sensor and screen resolution.