That is not true. A rheostat doesn't slow the transfer of power to the UTH, it cuts it. It essentially is a manual form of a proportional thermostat. Theoretically, if you have the rheostat switch set directly in the middle, the device should be using half the power it normally would. A rheostat controls how much power the device is allowed to use.
What your seeing is probably your ambient temps rising throughout the day, which in turn will cause the heat/temperature to increase. In this case you would have to adjust the rheostat to compensate for the higher ambient temperatures.