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From my experientation, it seems to be that it is called for each row and each cell in a table.
For example if the table has 5 columns, three regular and two genrated it seems to be called 5 times, one time for each cell for any given row. It also seems to be called for each row in the table. So 5 columns x 3 rows = 15 times.
If another row is added to the table it seems like it is called 20 times again.
If I had a table with 100 rows it would be called 500 times?
Is there a way to blow out of a call for a column of no interest? If processing "Middle Name" return null;