The game starts by finding a plate with only the number 1 on it and ends when the player reaches 999.
Only the numbers count.
Looking for 853? Well seeing it on TV or the Internet doesn't count. You must physically see the plate.
The 10 minute rule means that if you see the next number that you are looking for and within 10 minutes you find the number you are on, then they count. For example, if you are looking for 104 and see 105, if you happen to find that 104 within 10 minutes they both count.
Sitting at a dive bar and find your current number hanging on the wall? Well it counts.