Kinda depends on the city in question. I saw a good number of projects in El Cajon get fast track approval and city assistance with upzoning, fees and permits in exchange for building projects with smaller unit sizes and higher density.
Every single one of those projects were huge money makers for their developers. I saw a project in Santee get rejected because the city wanted to see more units on that site; the developer re-engineered the site and got several more units on – then the city approved it.
I saw the same thing in National City on a couple occasions, and even the in city of San Diego. Those types of projects can be hugely successful if they aren’t opposed by the NIMBYs.