Four steps, and most people stop at two

Sizing a conductor for ampacity runs in order. Pull the base value out of Table 310.16 at your insulation's column. Correct it for ambient temperature using 310.15(B)(1). Adjust it for conductor count using 310.15(C)(1). Then cap the whole thing at the termination temperature under 110.14(C).

That last step is the one that gets left out, and it is the one that makes people think they have more conductor than they do.

The 90 degree column you cannot actually use

THHN is a 90 degree conductor, and the 90 degree column in Table 310.16 is generous. 10 AWG copper shows 40 amps there.

You will almost never get to use 40 amps of it. Breakers and lugs on ordinary equipment are rated 75 degrees, and 110.14(C) says the conductor ampacity has to be selected so it does not exceed the lowest-rated termination in the circuit. On a 75 degree termination that same 10 AWG is a 35 amp conductor, and the small conductor rule in 240.4(D) then limits the protection to 30 amps anyway.

So what is the 90 degree column for? Derating. You are allowed to start from the 90 degree value, apply your ambient and conductor-count factors to it, and then compare the result against the termination limit. Starting high gives you more room to lose, which is exactly why 90 degree wire is worth pulling even when you can never bill the full column value.

The small conductor rule

240.4(D) sets a hard ceiling on overcurrent protection for the three sizes that make up most of a house, regardless of what any column or correction says. Copper is 15 amps on 14 AWG, 20 on 12 AWG, and 30 on 10 AWG. Aluminum is 15 amps on 12 AWG and 25 on 10 AWG.

There are specific exceptions for motor circuits and a few other cases, but on general wiring this rule is why a 12 AWG conductor is a 20 amp circuit and arguing about columns does not change it.

Where the money is

Derating is a cost event. An attic at 50 degrees Celsius in August, or nine current-carrying conductors sharing a pipe, can take a conductor you priced as 12 AWG and turn it into 10 AWG. That is more copper, a bigger raceway, and in a retrofit it can be the difference between pulling into existing pipe and pulling new pipe.

Which is a quoting problem, not a code problem. The code just tells you what it has to be. Whether you found that out before or after you gave the customer a number is the part that costs you.