I tried also getting a soft pull cli for my Amex ED, and was met with the 7-10 message.
You think I should try and call them? I'd rather not end up with another CLI Hard pull, though - yet my PRG had about $3000 due which I've just paid - not sure if that would have anything to do with things.
EDIT: Got the denial letter the other day... Was a little ticked to see my old FICO Score on there (as of 7/27/16), was far lower than my scores now, under 690. Seems that they base these decisions on the last FICO score they provide you with.