This is not an ideal fix, because it requires you to go into the source code rather than using the page size given in the UI.
The collection class that is auto generated for you by the DB-Connected style derives off of Zend/Paginator/Paginator. This class defines the $defaultItemCountPerPage static protected member which is defaulted to 10. That's why you're only getting 10 results. If you open up the auto-generated collection class for your entity and add: protected static $defaultItemCountPerPage = 100;
in the otherwise empty class, you will see that you now get up to 100 results in the response. You can look at other Paginator class variables and methods that you could replace in your derived class to get your desired behavior.
This is not an ideal solution. I'd prefer that the generated code automatically used the same configed page size that the HalJson strategy uses. Maybe I'll contribute a PR to change that. Or, maybe I'll just use the HalJson approach. It does seem like the better way to go. You should have some limit to how much data you load in from the DB at a time to not have an overly long running query or an overly large collection of data coming back you have to deal with. And, whatever limit you set, what do you do when you hit that limit? With the simple Json method, you can't ever get "page 2" of data. So, if you are going to work with some sizeable amount of data, it might be better to use HalJson on and then have some logic on the client side to grab pages of data at a time as needed. The returned JSON structure is a little more complicated, but not terribly so.
I'm probably in the same spot you are -- I'm trying to do a simple little api to play with while keeping everything simple and so I didn't want the client to have to deal with the other stuff in HalJson, but probably better to deal with that complexity and have a smooth way to page through data if you're going to use this with some real set of data. At least, that's the pep talk I'm giving myself right now. :-)