How does this CASE expression reach the ELSE clause?

Question

I need to load some test data into the Channel field on my Account table. The Channel can be one of 10 different values, so I thought I'd randomly assign the Channel one of the values using a CASE expression along with ABS(CHECKSUM(NewId())) % 10 like so:

SELECT 
    id,
    name,
    Channel = 
      CASE ABS(CHECKSUM(NewId())) % 10
        WHEN 0 THEN 'Baby Only'
        WHEN 1 THEN 'Club'
        WHEN 2 THEN 'Drug'
        WHEN 3 THEN 'Food'
        WHEN 4 THEN 'Internet'
        WHEN 5 THEN 'Liquidators'
        WHEN 6 THEN 'Mass'
        WHEN 7 THEN 'Military'
        WHEN 8 THEN 'Other'
        WHEN 9 THEN 'Speciality'
        ELSE '*NONE*'            -- How is this ever getting reached?
      END
FROM 
    retailshelf_nil...account A

Since I'm using modulo 10 I thought the only possible values should be 0-9. But when I run the above code, I'm finding that the ELSE clause is indeed being reached and that my data is coming up with 'NONE' on some records as shown:

id                  name    Channel
001L000000KpgFqIAJ  Acct1   *NONE*
001L000000KpgFrIAJ  Acct2   Mass
001L000000KpgFsIAJ  Acct3   Club
001L000000KpgFtIAJ  Acct4   *NONE*
001L000000KpgFuIAJ  Acct5   Baby Only
001L000000KpgFvIAJ  Acct6   *NONE*
001L000000KpgFwIAJ  Acct7   Mass

Can someone please explain what logical error I've made that's allowing the ELSE clause to be reached?

When I run a simple test to just generate the random number like so:

SELECT
    RadomNum = ABS(CHECKSUM(NewId())) % 10
FROM 
    retailshelf_nil...account A
ORDER BY 
    1

All the numbers generated are from 0-9 as expected, so what's different about this first SQL?

And is there a workaround to ensure that ELSE is never reached?