He's using the same way.. but when you already are getting 6 cents.. and the dividend is 60 cents, then you are only getting an increase of 54 cents. 54 cents is not tenfold of 6 cents. So yes, you are getting 10 times as much as you would have been getting, but the increase from what you were getting is not.
To put another way, if you have a dollar, and tomorrow you have 10 times as much money, you now have 10 dollars.. but you did not increase your money by 10 dollars, you only increased by 9 dollars.