Turning the machine on and off tends to be the more stressful times for the mechanics in it. It should last longer if you turn it on once and leave it running for a long time, rather than letting it cycle on and off a lot.
But of course, if you turn it on for a long time then your home will turn into an igloo. So you want to have it run at reduced capacity instead so that it does just keep running longer for that benefit.
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