The energy required to break a bond is influenced by the environment it is in.
When you remove the first hydrogen, the environment (other then the hydrogen being removed) consists of 1 carbon atoms and 3 other hydrogen atoms, with their appropriate electrons.
After that first hydrogen is removed, the environment has changed. If you know try to remove a second hydrogen, the environment affecting that is now only a carbon and 2 hydrogens. And so on.
The average bond energy is the energy required to remove all 4 hydrogens from the carbon, divided by the number of carbons. It takes 1,656 kj/mol of methane to break it all apart. 1,656/4 = 414 kj/mol
http://www.webchem.net/notes/how_far/enthalpy/enthalpy_diagrams.htm