Bod: I think you are the one who needs the coffee.
In your first scenario, the 20 publishers average 10 hours each (10x10 + 9x8 + 1x28), giving an average of 10 hours per person.
In the second scenario, the 20 publishers put in (10x10 + 9x10 + 1x28), giving an average of 10.9 hours.
But, guess what, the average has just increased, and now 95% of the publishers are below average. So, to meet the average, all 19 sub performers must increase to 10.9. But, guess what, the average is now (19x10.9 +1x28)/20 = 11.8. So, they must increase again.
The point is, if no one is below average, the average will continually increase until it is equal to the highest performer. It is a moving target.