Well, I would recommend more than 310w of any light source for an area larger than 3x3, but that's just me.
34w/sq ft grows well with Area51. It depends somewhat on the height of the plants. 30 for short plants, 40 for tall? My lights with epi-whatever lights (similar to Kind, et. al.) need 25% more to be equivalent.
I agree that I wouldn't categorize Advanced with Kind. But, they're not the most transparent company either. They play the "proprietary spectrum" game.
I'm not a fan of California Lightworks. On the one hand they've begun saying they use Osram. They don't use a rebranded case (not that that's important, but it shows it's more than a simple rebrand like Kind, et. al.).
But, the company seems flim-flamy to me. They publish PAR numbers that are "adjusted" (disclosed in a small footnote.). They play up the "blend-a-matic(tm)" nonsense. I spoke to them once on the phone about their spectrum and I was incredibly unimpressed with the double-talk I received. They just talked around my points. Didn't seem honest in the slightest degree.
Maybe I caught them on a bad day. But, I'd never recommend California Lightworks. They seem like Cammie McKenzie (HydroGrowLED) with a better light.