Brian-
From my experience, letting the wood burn down a bit gives you a milder tone to the smoke flavor of the food. That doesn't mean it is less flavor, just milder. When wood goes into full burn in the beginning, the smoke is much stronger, and exposure to too much of it could make the meat taste a little bitter.
Using less wood probably wouldn't help, because it would just expose the food to that same strong initial smoke, but less of the milder after. Soaked wood would probably be better, since the wood would burn slower initially.
Doesn't hurt to try BRITU in a couple of ways - first, as written to see how close you come to advertised, then with some changes of your own to see how they deviate.