That is right on the nose Tim. I have unfortunately got Goodyear Muds and run them at they're max of 35 on road (noisy as all f@#k). BFG AT's when I was in the tyre game we ran at 45 on road. I had a customer who had BFG MT's that lasted 110,000. Unbelievable but true. He ran them at 45 rear with load and 40 front (he had 6 wheels rotated every 10,00 km's). But generally run what the sidewall say's in a wagon. In a ute or shorty run 5 pound less than what sidewall say's if unloaded. Just a hint BFG is now made by Michelin (has been since about 2001) and a tyre that runs a max of 50 will go well above 60. This is tested and proved. Have a look at some of the Asian vehicles that run BFG/Michelin. They carry 4t on a 2t truck. As for heat, more is generated at lower pressures than high this causing delamination and separations. This is why race cars (V8 Supercars (Holden of course)) start with lower pressures than required. As they heat up the gain pressure.
Unfortunately this is only a guide. It all comes down to the terrain and driving style/load etc. It will come down to what you find as the correct pressure for you.
Remember over pressure wears the middle of the tyre and under pressure wears the shoulder. All manufacturers are different. Nobody drives the same. Once tyres are worn they will continue to wear that way until they are dead (unless you have a wheel alignment issue).
Worthos6 I recommend you start off at 45 and work from there.