I really very much doubt that the 100k numbers are an average. It would be pretty dumb to advertise that when a lot of people are clearly going to interpret it as a low end "almost guaranteed" number and then get pissed off at you.
Also an average isn't nearly as informative as a "low end almost guaranteed" number, because average gives no hint of variance, whereas the other does.
I'd guess it's probably more like 75k-200k or something, and they picked a number skewed to the left of the average to go around talking about.
Also, they have to make the vast majority of cameras last past the warranty if they want to keep any of their profits, so you can pretty much rest assured that all of them will last well beyond 10,000 unless something is seriously malfunctional.
If I worked for them, I'd go:
1) We offer X years of warranty, ok so...
2) How many photos do people usually take in X years?
3) Make sure our cameras last for enough photos to make it to X years with a 95+% confidence interval.
4) Round that number up to the nearest satisfying amount and let people know that that's roughly what they can expect their lifetime of the camera to be. So like maybe if 95% of cameras will make it to 83,000 shots, then just say 100,000, and that covers maybe 80% of people. Those who fail sooner wont fail dramatically sooner (and if they do they get their warranty coverage), so nobody will be too mad at us.