Let's start from a very simple argument: If $A$ and $B$ are some operators, then I can write their product as
$$AB = (A-\langle A\rangle)(B - \langle B \rangle) + \langle A \rangle B + A \langle B \rangle + \langle A \rangle \langle B \rangle$$
In a mean-field approximation, I would then go on to neglect the first product on the right hand side under the assumption that fluctuations around the mean are small and thus terms quadratic in fluctuations can be neglected.
So far, so good. But then I look at the typical electron-electron interaction term: $$H_{int} = \frac{1}{2}\sum_{k,p,q,\alpha,\beta} V(q) c_{k+q,\alpha}^\dagger c_{p-q,\beta}^\dagger c_{p\beta} c_{k\alpha}$$ To form the operators $A$ and $B$, I have to pair a creation and destruction operator, but there are two different ways to do so.
For the sake of brevity, let's call the operators $c_1^\dagger c_2^\dagger c_3 c_4$. Then in the mean field approach one gets four different terms, one for each way to pick one creation and one destruction operator and everage over them: $$c_1^\dagger c_2^\dagger c_3 c_4 \approx -\langle c_1^\dagger c_3 \rangle c_2^\dagger c_4 -\langle c_2^\dagger c_4 \rangle c_1^\dagger c_3 +\langle c_1^\dagger c_4 \rangle c_2^\dagger c_3 +\langle c_2^\dagger c_3 \rangle c_1^\dagger c_4$$
Naively, I'd have expected a factor of 2 here, because here I used two ways of forming operators $A$ and $B$ (in the sense from above) to obtain my mean-field approximation.
⟨c2 c1 V c3† c4†⟩
, you will get a factor of 1/4, but if you use the Coulomb overlap integral∫ φ*(x1) φ*(x2) V(x1 - x2) φ(x1) φ(x2) dx1 dx2
you will get a factor of 1/2. $\endgroup$