If you've got a scoop you post it as soon as you have it, you don't sit on it and post it at a certain time unless you're told that's the only way you're getting any follow up information. The stories were embargoed til 1030, nobody sits on that article because "we usually post at a certain time". That costs you traffic, which costs you advertising money, which, if you're a journo and you do it enough times for no good reason, costs you your job
No, that's just not how it is.