It makes no difference to the SWG how you set its output. It will make X amount of chlorine during its lifespan, and then stop. Doesn't matter if you run it 50% for two hours, or 100% for one hour. But it matters to the pump. Both in terms of wear'n'tear and energy consumption (cost). So for that reason, less SWG/pump runtime is better.
Some will run at 100% and just adjust the pump runtime to vary the chlorine produced. Other's like to leave some headroom, so maybe 80% SWG output, so they can dial up the output without changing the pump schedule.
Still others (this is my camp) likes the idea of a very long runtime, with a low SWG output, so that the pool gets dosed throughout the entire day, instead of for just a short part of the day. The theory being: that maintains a more constant FC all day, which technically means you could run FC a little lower.
Still others (also me) have their pump runtime governed by something else, and so it is not adjustable, and adjust the SWG % instead to produce the correct amount of chlorine during that fixed pump schedule. In my case, it's solar heating. I run that from 8:00am - 4:00pm, every day. So that's also the SWG runtime. My SWG % is down in the 40s because of that. For others, they might need 12hrs of pump runtime to keep the leaves skimmed off the surface, or for the filter to polish the water to their own liking. One of our experts runs his pump and SWG 24hrs/day, so he's adding chlorine every few minutes, all the time, day and night.
Just some different scenarios to consider. No right or wrong. Whatever works for your setup...