Would the workers have gotten paid more if they started before 9am? If not, it wasn't a "the more we do for each other" scenario, it was a "the more the workers do for their employer, with no additional compensation" scenario.
A win win approach is much better than a zero sum mindset to relationships and employment.
My employees who have a win win approach have been massively rewarded over time, those with zero sum mindsets don't last long here or anywhere else and never get beyond entry level.
My dad was always a hard worker, and he had a nice company car starting from the 80's, one of the first carphones, we got a computer from his work etc. So yeah, an employer does his best to keep the good workers, because if not, they will go somewhere where they are appreciated.