I know very little about speakers, but it seems that they should be rated for the power they are actually able to handle. Otherwise the rating seems a bit arbitrary.
And to muddy the waters, many amp manufacturers are somewhat flexible in their wattage claims.I wonder if it depends on the design of the cone and the likely mode of damage. If it's easy for the coil to drive the cone beyond its excursion limits under certain signal conditions, then peak transients might be what causes damage. If the cone is heavily controlled and almost impossible to push too far, then sustained power overheating the voice coil might be what causes damage; the occasional transient spikes aren't going to be what blows that speaker.
Then you need to come up with a wattage limit that makes sense for two quite different speaker limitations.
IIRC he comes right out and says he expects players to make sure their speaker ratings are double the published rating of their amp.