To my knowledge all dose/treatment times are based on published EPA guidelines. Briefly, the relevent quantity is dose times time. Stronger dose, less time needed, and vice versa. But only within limits.
The EPA docs show treatment times for various types of water, bugs, doses and times. E.g. if I recall the 4 hour treatment time comes from worst-case Cryptosporodium contamination (not nearly as common in the US as Giardia) in cold, nasty water. If you only are worried about Giardia then the treatment time, even in cold water, is much less. Some product instructions go into this.
I often use one-half dose (sometimes lower) if the water will sit for a very long time before use, e.g. when I treat six liters right before bed time and it sits all night. But note that sunlight can deactivate chlorine dioxide (AquaMira) and reduce the effectiveness of long dwell times.
Also note the difference between initial dose and residual dose. Sometimes the active ingredient can be quickly inactivated due to contaminants in the water, so a high initial dose leads to a smaller residual dose. The residual dose is what does the work.
Although the EPA docs are fairly clear, the situation for consumers is a bit of a muddle due to the many factors involved and the difficulty of succinctly describing the EPA results.