It's comparable because whenever someone asks about an F20 swap, a lot of the replies are "just rebuild your M10" and usually followed up with "turbo it"
Plus, most M10s are well used and probably in need of a rebuild (mine was), whereas an F20 has lots of life left and doesn't need a rebuild, it would be a waste of money.
My point is the cost issue, it's not as cheap as people seem to think, and if you want more performance, you'll be adding thousands to the cost.
If, however, you have a nice running M10 with some light mods and are looking for more, then EFI+turbo is probably the best cost to performance ratio, but not everyone is starting there.