I think rolling depends a bit on tire composition more than width. But I'm 20 stone, and ride 23's in Bontrager and Hutchinson, but I also have some in 28 and do not notice a lot of difference. My Kenda 35's on my Giant Nutra, however, seem slower, but more comfortable. And I'd feel better carrying heavy loads on a wider tire. 28's are the maximum for my Schwinn Passage. My fenders don't allow for bigger tires. My Schwinn Voyageur, when built up, will be able to go 700x32 or 35. But I have seen tire composition make a major difference in tire characteristics, speed, handling, durability, ride. My father always preferred Michelins, car or bicycle.
I like Continentals and Hutchinsons for the more expensive makes, and Bontrager for the basic tires from my LBS.