We have sucessfully used continuous beams in residential applications several times. We don't go over about 40 ft or so for a single piece. The only complaint we get is when we too refuse to bear steel on wood. For W10x88 or W12x96, you can bet they'll have a crane no matter what length, and really, all the erectors have to do is bolt the thing up. We check to make sure the bottom compression flange over columns can span unbraced, and then design the splices at location of zero moment. It goes together quickly, and the continuity really helps with deflections.
Those beam sizes sound really heavy for residential applications, and are not the most efficient beam sections. Are you being limited by headroom or something? On the other hand, they have enormous flanges which should help the unbraced length issue.