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If you subscribed to that 'only increase by 10% a week' bumwash, you'd take about 8 years to go from your first 1km to mara.
1 year of 10% increase a week takes you from 1km to 142km a week.
8 years of 10% increase a week takes you from 1km to 165713170236082489km (17516.27 light years).
Anyway, it's a rule of thumb to stop people getting carried away. I started with 3 x 20min runs, on the advice of a physio, and am working up from there. Works for me as I also need to lose a shitload of weight.
When you're dealing with small distances, you can increase the increments much more significantly. Just start ratcheting it up, and pull back if you start feeling adverse effects. If you subscribed to that 'only increase by 10% a week' bumwash, you'd take about 8 years to go from your first 1km to mara.