I believe that 763 terminates in Goleta. So it may be true that there were only 10 passengers left on continuing from SB to Goleta, at that time of day, and day of week. Which is not necessarily a reflection of total train ridership, as most passengers would have gotten off, before Goleta, and there would likely be very few folks who were getting on and going north beyond the Ventura Co. stops.

Also, you should be aware that Goleta wasn't necessarily chosen based on being a particularly good location for passenger generation, although it does get "bursts" of significant UCSB traffic on certain runs, it was chosen primarily as a better location than at Santa Barbara to change ends, and store trains laying over.