Windows 7: How do I increase the overall bitrate, but not Max bitrate.

I had encoded a few movies in the earlier days and at the time I was using an older version of wmm or wlmm. I always publishing through default profile.

I had published this movie and checked the video info, it's overall bitrate was 28Mbps, with no Max bitrate. where as all the other ones are only around 3-5kbps overall bitrate, but given a Max bitrate of 28Mbps.

I used notepad++ and went into any custom profile all I could ever find was bitrate, it never mention anything about the bitrate been overall or max. how do I edit the overall bit rate?