What affects power more in a camshaft....high lift or longer duration?

When I was looking at getting a solid roller for my build and talking to several of the cam grinders, more than one advised that max lift should be at least .020" over the peak flow lift number. Unless the flow crashes after peak, it only makes sense (to me) that the longer the valve is open at or above peak flow, the more power potential you have.
So, if buying rocker arms for a new combination, get as much ratio as possible?
(One of the reasons bbc and LS make good power!)