So it's not technically NOT true that you can't use cell media with FBS, you can. But cells revive better if it's in 90% FBS. As to why? I just figure that there are higher concentration of proteins in 90% FBS than media/FBS that helps with the cells going through a freeze thaw cycle.
In many cases, cells freezed in 10% DMSO and 90% FBS have better survival after thawing them when compared to cells cryopreserved in less FBS concentration (10%). However, since FBS is quite expensive, using 10% FBS for cryopreservation (80% media and 10% DMSO) is still a good option. I´ve seen around 90-95% viability using this concentrations when cryopreserving breast cancer cell lines.