You did understand it before. Unfortunately, the ATNO people are idiots.
A "10:1" split, the way anyone with a brain understands it, means that you start with one share and end up with a total of 10 shares in your account. That is a forward split. A 10:1 forward split is legally equivalent to a stock dividend of 9 new shares for every old share, and that it how it is typically implemented.
A "1:10" split, in commonly accepted parlance, means that you start with 10 shares and end up with a total of one. That is a reverse split and not what is occurring here. It's spoken as "one for ten," as in, you end up with one for every ten you started with.
The morons at the company said 1:10, but they apparently meant 11:1, because they said it backwards. Other than that, you're all in fine hands. Sheesh.