Fewer episodes doesn't mean more money. Where do people get this idea from?
i.e. If a show costs say US$4m per episode, then a 20 episode season would have a budget of US$80m, converesly a 10 episode season would have a budget of US$40m
But if you wanted a larger budget per episode it would be more easy to sell.
If a low number of high budgetr episodes would pull in far more rateings than loads of low budget episodes then make sense to go for the former.