This is so misleading.
When the company in not giving $10 of dividend, the whole company has $10 more on its bank account, so it's worth $10 more overall, distributed across all shares. Now if one share (worth $10 at current valuation) is created, all the shares are back to their original value, and if that share is given to a shareholder, he is effectively owning $10 worth more of the company than before. He didn't get less. And if everyone does it (or everyone but one shareholder, or any other combination) everything is still valid.