I have a problem with the average argument. Any time I have seen it, it has been in the context of a parallel plate capacitor, and the average argument just 'happens' to be correct there. The average is E/2, where E is the field inside the capacitor. This quantity is correct but there is a real reason for why that is, rather than 'it is the average'. The real reason is that the surface can't apply a force to itself in the normal direction, so the only thing that contributes to the force (therefore the field) is the other plate on the capacitor. Since the field doesn't vary with distance, it is merely half of the original E field in the capacitor (this is because the E field in the capacitor is a sum of the two fields from the plates, each plate with E/2). If you have an example that shows why the average argument is true in a general case, I would love to see it, I just can't believe that it is true without that though.