My guess, educated a bit, would be that you know the answer. You said, "Granted, I now have them in a different place in the same room, about 10 feet away, where the old ones were only about 2 feet away." We all know that sound dissipates with distance.
Take that into account and that the manufacturer's specs might be a little off, that might account for the volume setting difference.
Doc posted while I did, to add to his statement, the speakers would have to be in the same place in the room and you in the same listening position. Moving either the speakers or the listener changes everything.