Just for the record... it has to do with practicality.
the notches are spaced similar to a clock, but with the deadzone most potentiometers have, it doesn't go a full 360 around, so they stop at 11. This makes for an intuitive scale with familiar spacing on the notches- even if it is entirely arbitrary.
Even the 11 clock position makes no sense, most amps will go from 8 to 4.
Edit, I see what they did. In the picture they used 7 to 5 o'clock as min/max, (which is essentially the same as my 8-4). For some reason they adapted the o'clock numbers to the dial number which is not helpful.
The o'clock numbers are meant to be a static reference point with 12 always at the top most position. You don't bend the clock scale to match the knob min/max.
Most potentiometers have a full rotation or 270°, sometimes up to 300°. By convention the mid-travel is at 12 o'clock. That would make the 0 around 7:30 and the 10 around 4:30.