I think in the end it comes down to respect.
As a customer, I expect the lesson to start when advertised, and that's whether I'm aiming to do it or not. Likewise, if 90 minutes of freestyle is advertised, then I expect 90 minutes of freestyle.
To make those promises to your paying customers and then not deliver is showing disrespect to your paying customers.
Those that arrive late, of course this happens to everyone from time to time, it's unfortunate, but I've never heard anyone, no matter how many minutes or hours late, whinge at the organisers for the crime of starting on time.
(I suppose a rare exception might be something that delays everybody, say a road accident nearby or somfing. Also, things go wrong, e.g. if an organisers mic blows up, sometimes delays can't be helped)
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