With all due respect to Eddie Oh, which is pretty much none, the thread I saw on Wayalife asked people to measure to the shoulder of their tire when at 30 psi with the tire mounted and on the ground. I think he was trying for "consistent" data by using the same parameters each time in an attempt to make some real world comparison to published tire sizes.
It looked like a complete waste of time to me, especially since Eddie seemed oblivious to the fact that the weight on the axle and the tire's load rating impacted the measurement he was seeking. As usual, Eddie has deleted all of the posts critical of his methodology, but you can still find traces of them in quoted text here and there.
I can appreciate the effort to get consistent data. But considering none of our Jeeps weight the same and tire gauges aren't that accurate. It would still be more consistant to measure the spare tire or a tire that has no load on it. If you really want to be accurate, use a flexible tape measure like a seamstress would use and measure tire cirmcumference and divide by Pi (3.14). That would eliminate any error in trying to eyeball where the top of the tire is.
Anyway, back on topic.
To be clear. I don't want to pile on Eddie just because its easy to criticize people. We all have our faults. I guess I just wanted to add my opinion so people are aware of incorrect information coming from Eddie (and others.) One of the videos I saw he was also praising the Rancho control arms and trackbar for how much they improved the ride and handling of his Jeep. It was visible in the video that the Jeep handled some rough sections of road noticably better with the Rancho stuff. But it was also visible that the speedometer was showing he was driving about half as fast. I only say this to point out it would appear he does go out of his way to make sure his sponsors products are shown in a favorable light.
(Full disclosure. I have Rancho D2 control arms and I am happy with them.)