The max cold pressure rating has to do with the maximum load the tire can carry.
The tire mfr is aware that actual running pressure will increase as the tire heats up. It's not a question of burst pressure, as the tire will withstand an unloaded pressure far in excess of the 35lbs printed on the sidewall.
Ford's recommendation is saying that inflating the recommended tires to 35lbs will allow them to safely carry a load equal to the maximum for which the vehicle is rated, vehicle wt. plus cargo/passengers.
If you habitually load the vehicle in excess of the mfrs recommendation then a 35lb inflation of the tires could not "safely" carry that load.
A 35lb tire is basically a passenger car tire. Since most SUVs are essentially 4 whl drive station wagons, I suppose that is appropriate.
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