Cable group factors and cable stress due to compacting cables come in to play.
I'd suggest that you never over populate any route hole since doing so prevents air circulation and as mentioned, compresses cables and could cause friction damage to the sheath on pull in.
I take it you are aware of the BR demands regarding hole size allowed and position in joists ? Which can sort of be ignored if your rewiring and will reuse some existing holes / routes (logic being that it's better to use existing holes that turn a joist into swiss cheese by adding new holes).
I go for no more than 75% of the hole being populated.
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