IP 2010 has two different kinds of hyperlinks. The one on the home tab in the Controls box allows users to edit the hyperlink and its display text while they are filling out the form. The field bound to a hyperlink control should have an attribute underneath which serves as the display value. If you change the default value on this attribute, you can change the display value.
The hyperlink on the Insert tab doesn't allow form users to change the hyperlink, but setting a display value on one of these is as simple as entering the value in the control's property dialog.