PF will be all over the map, depending on what's running. For instance, a water well pump can hover at .6-.7PF, while an HVAC compressor can run close to unity due to the run cap.
But you are correct about doing some testing. Really, I think he could nearly ignore the "'watts" and focus on amps. At the end of the day, that generator can only supply so many amps.
But I share my story commonly that I have a 5000w generator and a friend has a 6500w. They turned out to be the EXACT SAME generator!!!! Same engine, same generator head. Talk about a scam!!! those bargain barn screamers 100% will NOT deliver rated watts without severe degradation of voltage and frequency......but people will continue to buy them.
I don't 100% understand it yet, but I think apparent and active power will have different impact on the generator (and the impact will vary based on whether it's got an inverter stage or directly coupled to the coils). Inverters are sometimes rated for both VA and for W
That's why you test it

. You need to know what kind of crazy AC waveform will come out, under light load and the heaviest startup load you have. There are different failure modes for different kinds of generators.
One thing I'm working on next is using generators to charge up home backup battery, since we've had tons of power outages this year in Northern California. In that case you have a lot of interesting dimensions to play with, engineering wise. For instance you can try to size your system to charge the battery at the optimal point of the generator; this also has the advantage that you don't have to babysit/protect from weather a portable generator for as long as if you were directly powering the house. If the generator has really yucky AC quality or does funky stuff under load, you can try more lenient AC chargers to DC couple it into the system. Better battery inverters can team up with a PSW generator that creates a clean AC, albeit with some deficiency in total power or surge power, to start up more difficult appliances. They do this by locking onto the generator's AC and running in parallel with it, adjusting the inverter parameters to insure that they push out their fair share of power to the load.