The 25 psi period is just to jump-start the carbonation. You don't want to leave it at that level too long or it will over-carbonate.
As for the final pressure, it depends on what style of beer you're brewing and the temperature of the keg. You'll want to use a lower pressure for colder temps and a higher pressure for warmer temps to get the same level of carbonation. Typical values should be around 8-15 psi, hence the 10 psi rule of thumb from your LHBS.
To decide on the exact number, first pick a carbonation level (measured as "volumes of CO2") based on your preference and the beer style. Should usually be around 2 or 2.5. Then pick a serving temperature, again based on your preference and the beer style. Probably 35-55˚F. Then you go to the temp/CO2 chart and look up the PSI for that pair of numbers.
Example:
Style: Belgian White
Desired serving temp: 40 ˚F
Desired carbonation: 2.5 volumes
CO2 pressure: 12 psi (from table)
Any specific questions?