Como essa expressão CASE alcança a cláusula ELSE?

SELECT ID, Name, 
    Channel = 
      CASE Rand
        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
(   SELECT 
         id,
         name,
         ABS(CHECKSUM(NewId())) % 10 Rand
    FROM   
        retailshelf_nil...account A
) zzz;

SELECT A.ID, A.Name, 
    Channel = 
      CASE zzz.Rand
        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
CROSS APPLY
(   SELECT 
        ABS(CHECKSUM(NewId())) % 10
) zzz (Rand);