If you want to reduce the total hours per week, doesn't it make more sense financially to work fewer hours per day but for five days and be able to pick up your kids at an earlier time each day? I would think that would be the case for most family folk. Don't your kids get off school or child care at somewhere around 3pm? Who takes care of them between 3pm and 6pm and how much does it cost you?
Finally, what a family person wants differs from what a single 20-something year old wants. 9am works great for a family man. 9am does not work fine for a 20-something year old, but in the majority of companies the family man is the boss and dictates the 9am start time.