if i'm not mistaking, smaller cells vs bigger cells goes hand in hand with the process technology, i.e 50nm, 34nm, 25 etc.
single bit SLC is far more resilient then MLC's and tweaking the instruments to suffer harder and longer abuse comes with more appropriate materials and better circuit design.
by storage search, MLC goes between 3-7 bits per cell as the more bits there are, lesser is they're quality.
assuming in order to write a single cell would require a larger portion of the storage capacity i.e 3 bit vs 2, it's write cycle & endurance would decrease.
have a look at the brief video here by micron which explains some of it's marketing strategy in regards to SLC, MLC and 3BPC:
http://www.micronblogs.com/2009/08/slc-mlc-3-bit-mlc-nand—what’s-the-difference/
micron has some outstanding technical notes and papers, very much worth reading!
http://www.anandtech.com/show/2928
this is right then 2BPC goes for SSD's and 3BPC MLC for USB devices and hybrid SSD's with 2 bit MLC or SLC as primary NAND.
Micron 30K MLC 300K SLC:
http://www.techspot.com/news/36631-microns-enterprise-mlc-nand-boosts-endurance-by-600.html