Obviously something moved in shipment. There should never be a 10 degree slope on the arm. About 1-2 degrees up or down, from parallel is about it. If it was supposed to be way up there, it would sound boomy as hell down where you are playing it now.
If you want another reference point, use the SRA(stylus rake angle). Put the stylus in the groove of a non-moving record. Look at the stylus from the side, and if your eyes are real good, you can see the little diamond sticking down into the groove under the tip of the cantilever. This tiny diamond stylus shaft should be sticking straight up from the record. If it is tilted noticeably either forward or backward, then you should adjust your VTA so that the SRA is vertical. Then use that as your starting position for listening testing.
If you want another reference point, use the SRA(stylus rake angle). Put the stylus in the groove of a non-moving record. Look at the stylus from the side, and if your eyes are real good, you can see the little diamond sticking down into the groove under the tip of the cantilever. This tiny diamond stylus shaft should be sticking straight up from the record. If it is tilted noticeably either forward or backward, then you should adjust your VTA so that the SRA is vertical. Then use that as your starting position for listening testing.