depending on the actual setup, longer doesnt necessarily mean better.
the longer your piece of tubing, the more time the wort will spend inside the HLT being heated. if your HLT is hotter than your mash, it could be overheated durring its travel. a hotter HLT/HEX temp means that there is a larger HLT:mash temp delta. a larger temp delta means energy will flow across the heat exchanger at a higher rate.
if you want to impart the most amount of energy possible in a single pass thru the HLT, go with a longer tube legnth. the input and output temperature delta will be greater. this could cause overheating though, and could denature active protiens in the wort as it went thru.
a shorter legnth of tubing will not heat in one pass as much, but prevents overheating more. it still takes the same amount of energy to heat the same amount of wort, so wether you heat some of it faster, or all of it slower, it really evens out in the grand scheme of things.
i would go with a shorter legnth (10 to 20 feet) because i like very tight temperature control. in my heat exchanger (separate, not in my HLT), i only use maybe 5 to 8 feet of 1/2" copper pipe. it can heat a max of +5.1 degrees per pass (input and output delta), but it can change temperature without overshooting at all.
so tl&dr:
shorter legnth = tighter holding tollarances, less overshoot, much flatter heating curve (very linear rate of temperature change right up to the setpoint)
longer legnth = greater single-pass heating, wort spends more time in the heater, larger hysteresis band, more logarythmic heating curve (faster initially, then tapering off as it reaches setpoint)
both = same total amount of heat imparted