In fact, you can apply the brake a good deal harder with the bicycle stopped.
When you brake with the wheels rolling, the pads are not only compressed against the rim but dragged around with it. (You can plainly see this under heavy braking: the arms of the front calliper bend forward.) Only a reaction force in the arm, transmitted to the pivot, prevents the pads from spinning around with the rim. This reaction load introduces its own friction (stiction) at the pivot, and it turns out to be significant.
Understanding this demystifies otherwise inexplicable differences in performance between long- and short-drop callipers, single- and dual-pivot callipers, callipers and V-brakes, etc. The greater the distance between pad and pivot, the greater the reaction load in the pivot and thus friction.
This stiction increases with pad force until it eventually prevents you from increasing the pad force on the rim no matter how hard you pull the lever.
The extra friction from a longer cable is noticeable when pumping the lever with the bike stopped anyway.
It may be noticeable but its magnitude is not intuitively understood by pumping the lever through the pad-clearance range. Friction in the cable is proportional to cable tension (and since levers have their own return springs, cable tension in the clearance zone is even lower than suggested by the already low lever pressure there). When the pad hits the rim, cable tension and thus friction increase, absorbing more of your lever force. If when braking you pull the lever 20× harder than you do in the pad-clearance zone, then cable friction is 20× greater than that which you feel when playing with the brake lever.