Load range E are meant to carry heavier loads (standard equipment on 3/4 ton and 1-ton trucks) and often do have thicker sidewalls for that reason. Some here prefer Es for added piece of mind in the rocks. I've personally only had Cs on my TJ and have never had a problem in the rocks we have here in the desert.
For a DD, I'd lean toward a C on a light vehicle like the TJ. BFGs do have a good name, but really any of the big name brands (Goodyear, General, Cooper, Toyo, Falken, etc.) should provide you good quality, so I'd determine size, AT vs. MT and load range first, and then see what options are available that check those boxes.