I come from a sport car background and always aired my tires at 80% of the max(even on my older beetles) and the stiffer suspension works for me. Comparing this TJ to the JKU with Adams shocks(pretty sure they were zone shocks) and the CJs with skyjackers or stock KYB/Monroe) I like the ride of the TJ better. More assured and doesn't feel like a boat on the road. That drives me crazy. That driving a boat feel. I feel a tighter, responsive suspension is where it should be.I'm with you - I just don't know. I have Bilsteins on my Mercedes, and prefer a firmer ride. How that translates to a Jeep is unknown - they're very different vehicles. Guys here would have you air down to 26-28 PSI with stock tires because anything more is "jittery" - they talked me into airing down from 40 to 32 and how much "better" the ride would be - I noticed zero difference (which wouldn't have been the case on the Mercedes) but kept it at 32 because the (stock) tire fits on the spare carrier better. Because Mercedes recommends lower tire pressures on American market cars because Americans like softer rides, I'm suspicious of the whole "jittery" rep Bilsteins have here. I run the Mercedes (and my wife's Fiat) at European tire pressures and it rides and handles MUCH better - but again, I don't know how this whole discussion translates to a Jeep and the whole Rancho vs. Bilstein discussion. I gotta make a decision in the next few months one way or another. What I haven't heard one way or another is how the Bilsteins handle off road, only the "jittery" comment about on-road which I'm inclined to put down to American luxo-barge float boat ride preferences. *shrug* If they're jouncy off road, that's an entirely different discussion and would push me towards the Ranchos.