Think he is saying the smoke output can differ hugely and that itcould have been like his with little smoke.
My heart goes out to the families of those lost and injured.
I think he's saying, he's been to a big bonfire before, therefore, all other bonfires will ultimately be the same.
He never said, "smoke output can be the same" from bonfire to bonfire, which even if he did, still i'd get the facepalm picture out.