I think a lot of the old-school guys (now in their sixties) grew up in the days before light strings were even available, so as soon as they could get them they jumped at the chance. And they still use them. And still sound great.
Of course there's Tony Iommi, who uses incredibly light strings (because of his fingers) and still manages to sound heavy as hell.
Then there was the exact opposite, the SRV era of "the bigger the better", even though they were impossible to bend and ripped your fingers to pieces.
I've always used 10s, never mind the scale length. Sometimes I think about trying 11s, that little bit of extra tension would be good, but I don't think my fingers are strong enough.