Howard only gets about 12.5 shots a game usually. So ten shots isn't all that far off from the norm. Now is he averaged 18 shots a game and saw the ball 6-7 times then, maybe he has a gripe and should say something to his coach, ball handler or team while in the huddle or after in the locker room.
So as far as I'm concerned what Howard wanted was for the team to do something that isn't normal for them and go to him a lot. Why? It's not like he's playing Nenad Krstic, Darius Songalia, Mark Blount or Patrick O'Bryant. He's playing Kendrick Perkins, easily one of the top 3 strongest, most physical, and best low post defensive big men in the league.
Howard should act a bit more professional and do what his coach tells him to do and keep his mouth shut in public.