The amounts shown in that picture are, in my opinion, far too much.
Though, in the end, I agree that it really doesn't matter all that much, either.
For heat sinks that are fairly large, as many are in that image, I'd be far more inclined to spread the paste out in a thin layer first, then push on the chip.
For smaller ones, a tiny dab in the middle and allowing the pushing on to force it to spread is generally just fine.