I myself use enough cone area to get the output that I want. Last system that was done with a single ported 12 that got a lot less than it was rated for. The system that I'm installing right now is using a pair of sealed 10s again with much less than rated power available.
The reason that you can get more from less cone area wise when power isn't limited is that you can more reliably tweak the single driver and then dump a shitload of power to it without having to worry about driver intermodulation, slight differences in build between the multiple drivers, differences in enclosure loading on multiple drivers and so forth. These things only really manifest when you're talking about everything totally optimized to eek every last 0.1 dB out of the setup at a single freq. For music and a daily driver, multiple subs is much easier to get loud for musical use. They also have the potential to sound better at that high volume thanks to lower power compression and less suspension and BL distortion caused by higher excursion.
There are two ways to get a theoretical 3dB increase in output. Double power or double cone area. That's in theory. In reality, you'll hit a point where the increase for doubling power is significantly less than 3dB and possible almost 0. Doubling cone area will pretty much always give you the full 3dB gain and depending on the layout of the drivers, it's possible to get a little bit more than that. That holds true until you start talking about extreme high outputs.