In a blender or food processor (see Cook's Note), combine the diced tomatoes, whole tomatoes, cilantro, onions, garlic, chiles, hot sauce, cumin, salt, sugar and lime juice. Pulse until you get the salsa to the consistency you like; I do about 10 to 15 pulses. Test seasonings with a tortilla chip, if you dare. Refrigerate for at least an hour before serving.
I recommend using a 12-cup food processor, as this recipe makes a large quantity. Alternatively, you can blend or process the ingredients in batches and then mix everything together in a large mixing bowl.