The challenge with measurements here is with indoor farm versus outdoor farms. Indoors grow in a limited space, with limited lights and air control. So the typical output measurement is considered as oz/sq.foot (or something, I work with the metric system, not oz and feet). when you move outdoor, then you typically talk about grams per plant. The guys who talk about moving faster with 4 small plants versus 1 large plant (with similar oz output) are spot on correct. with outdoors, we have 6-9 months to go for large manicured or wildgrowth plants.
but saying all of this, to your original question about fewer big colas versus many medium colas. I'm an outdoor grower and aim for fewer big colas, I lolipop and trim a huge amount during veg and pre-veg. Big buds just look beautiful, and are easier to manage during and after harvest. I love giving buds as big as my forearm to my friends
the biggest bud they usually have is the size of their thumb