I don't think a long run should ever represent much more than about a 1/3rd of your weekly training volume. Marathon training can represent a bit of an exception to this... but still.. if you're doing a 40-mile-week and you do a 20 mile LR.. that's half your mileage?? I just can't see the logic behind this personally.
I think realistically this comes down a lot to how fast you are, how much training you can manage and what time you're going for. Dan Robinson did 140mpw in the buildup to Beijing, so even doing a LR of 30 miles wouldn't be touching a 1/4 of his weekly mileage. It's all relative... to the training... to the person and to the aim.
A marathon is not a marathon. I made this mistake trying to step up from 10k to Half-Mara. It kicked my arse... and I was off running for several weeks.
And as Pammie said, it's about building yourself up... not knocking yourself down. If the long runs become so long that you can't recover from them... then that's counter-prodcutive.
Aardvark is right too about overall mileage.