The heat run tests I have seen indicate that OEMS do not design for the same hot spot temperature on each rating. For the 240/320/400 MVA example I mentioned above, the fans only added about 25/50 percent to the rating. The OEM seemed to size the cooling system for the worst case temperature rise, which was the ONAF2 rating. For the ONAN and ONAF1 ratings, the OEM just followed the IEEE requirements that the ratings be exactly 240/320/400 and the temperature rise be less than 65C/80C on each of the ratings.
Note that OEM has a strong incentive to be a little bit conservative in the thermal modeling because if the transformer exceeded the allowable rise, the transformer would have been rejected. After doing a heat run test at the factory, we asked for additional ratings to be calculated per IEEE C57.91 at various ambient temperatures ranging from 30C to 0C. Based on actual heat run data, the resulting ratings under nominal IEEE conditions of 30C were approximately 280/350/410 MVA. If we had asked for a self cooled 240 MVA transformer, it might have been more than 15% smaller.
Loss evaluation can also play into the size of core & coils versus how many radiators/fans are required. If losses are highly priced, the core/coils will be larger and less heat will need to be dissipated. Also, the weight difference between various bidders on the job often exceeds 15%.