I have the problem,
My mac was brand new. no "junk" software. Under the OS it came with I got much better battery life than when I upgraded to Mavericks.
Now that I've had the mac for a few weeks, I've installed some "junk" software (peleased by some of the best software companies in the world) and it has further impaced the battery life a bit.
Activity Monitor doesn't seem to find the culprit, it doesn't show that chrome uses significantly more more safari. I've spoken with apple support numerous times and they seem to think that 8 or 9 hours is normal for a brand new 13' air running nothing but messages and safari.
What I've found the worse culprits by trial and error are apples' mail app - and letting the macbook sleep and wake up. I set the energy settings not to sleep on battery and I actually get better life.
I had help from someone in the farum who very kindly and painstakingly helped clean a lot of junk software - which was really junk software - and it might have helped marginally, but I didn't really notice a difference.
for me - the mail app was a horiffic battery (and bandwith and harddrive space) hog, safari (and chrome) use a lot, but I need a browser for my mail seeing as I don't use the mail app anymore.
I get max 10 hours now, 8 if I actually use it, and I've resigned myself to the fact that I need to take my charger to work and home.
As I said, it was brand new, I upgraded to mavericks 2 days after I got it, and directly after the upgrade, there was a huge dip in the lifespan, and I've never been able to get it back to where it was before. although after a lot of work and cleaning and tweaking I have managed to improve it slightly.
Bottom line is when you google for battery problems this is where you end up, and you see how many people had the same problem, and you partisipate. It's only after upgrading and realising that it just doesn't last as long anymore that people go in search of answers and see that many others have had the same experience.
It's not like hundreds of people installed "junk" software the same day as they upgraded to mavericks. The people who used chrome before they upgraded continued to use it after. And noticed a difference.