While it is easy to beat up on manufacturers for their "heats XXXX sq. ft." claims, it is much harder to come up with a number that a buyer could look at and make a decision. After all, you don't want to heat a "typical" house, or an "average" house - you want to heat your house! It would be much better if we could have a system of btu output based on a standard fuel input. Something fairly close to this is available from the EPA based on their emissions testing, but their raw numbers would be of little value to most of us.
However, wouldn't it be possible to simply posit a given operating temperature, say 400 degrees, and calculate the btu value from the available radiating surface area? I realize this would be complicated by ir heat through the glass, but some sort of close approximation should be possible. I am too many years removed from college physics to even remember where to look for the formulas. The value in this would be that you could compute the total btu output for a given stove and give consideration to both the total btu heating requirement for your house and the expected problems for moving that many btus from the room in which it is installed. While this gives no help in putative burn times (which would be a factor of efficiency and firebox size), it should help in actual sizing.
Back to that hypothetical "heats XXXX sq. ft.": The factors involved would fill a book. Likely they DO fill a book somewhere. When I designed our house I designed it first to be heated by a wood burning stove. This meant no cathedral ceilings (which I hate anyway - who cleans those things?). It meant VERY high insulation numbers. It meant limiting the size and number of windows. It meant a floor plan that had a chance for natural convective flow. Now, we could do much better yet - for example, we have NO window coverings of any kind, not even shades - but we are doing fine in our 2500 sq. ft. (not counting the 2000 sq. ft. basement) heating only with our Jotul Oslo, which claims it will heat 2,000 sq. ft.
So why did we choose this stove when we have 25% more floor area than Jotul claims to heat? 1) Design factors of the house (see above). 2) We live in southern Missouri, not North Dakota. 3) I want to be able to use it during our lengthy shoulder seasons without overheating the space - as it is there are times when I can only run it four or five hours of a night, and sometimes not even that every day. And 4) We bought the one the wife liked.
Mark