As a kid I was usually or at least often the one who got up in the a.m. and either started or rekindled the furnace fire we used to heat our two story NH home.
You learn the dynamics of fire in relation to the size, shape, and species of wood you might be using when you do this over a period of time and use a variety of woods.
The big pieces, once 'caught' will burn and burn.
The smaller ones, of course, thinner, tend to burn much faster.
It is said that slow smoking your tobacco so as to not over heat it, yields the most flavor.
Early on in my current pipe foray, I watched a video of one of the Danish blenders discussing the way his flakes were intended to be smoked.
He explained that smoking a flake, essentially intact, was preferred.
Sure, as long as you burn it, it will deliver its energy, but burning your flake to its best advantage might start with a gentle fold, rub and load.
The term 'stuff' is most often used, but I think that may cause some to take it literally, and you don't want a bowl 'stuffed' with flake. (flakes are compressed and expand with heat)
You don't puff a flake when you smoke it intact, you sip it slowly enough to keep it burning and enough to get a draw you can taste and feel. Riding a bicycle analogy here.