I'd say it really depends on your data. If a table was static then a higher factor would be better as you'd get more keys per block, and more efficient I/O. Mind you, static tables tend to be small so it may not make too much of a difference.
For fast-growing tables, which will have relatively large indexes, you want to allow space within the blocks so you can later do creates without incurring a lot of expensive block splits. That's why the default is 80 and not 100. In my opinion 80 should also be the default value of -pfactor on idxbuild, although the current default there is 100.