How does this CASE expression reach the ELSE clause?

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The written form of the query is expanded to:

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

A new value for NEWID is used in each test.

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