To reiterate was was said in pieces above, 35's at the proper pressure under a JK won't give a crap about washboard roads. Your suspension will still play a small part, but airing down some will do much better than any suspension solution.
For surfaces like washboard and other fast/abrupt inputs, the best ride is achieved by not having shocks, or having the softest shocks possible. Seriously, only a very minimal amount of damping would be desired, so that the suspension can follow the contour of the road without imparting much force on the chassis. A correspondingly soft spring rate would also be ideal. For spring rate, the reality is that for JK, there are hardly any "firm" springs out there. Even the factory rate is far too soft. (Because a "car guy" did the tuning...) From what I've seen you should stay far away from Rough Country, as they further soften the spring rates, claiming improved flexibility. Most of the others copy the factory spring rate, in hopes that they don't further degrade the ride. AEV actually uses the proper spring rate for the weight of the vehicle, which is a bit higher than the factory rate. This results in much improved ride and handling over the stock suspension.
OME used to be my go-to suspension for Jeeps, but it's not anymore thanks to the Nitrocharger Sport shocks. The sports are too stiff for washboard surfaces. Bilstein can't seem to keep their poop in a group anymore. That leaves Fox to pick up where they have failed, and I'm betting that by the time you actually have a JK, Fox will offer shocks that kick the crap out of both OME and Bilstein, and at comparable prices.
As for the suspension, AEV is the best for all around use, thanks to an actual ride and handling engineer doing the design work for them. Icon and a few others can do the go fast for big $, but it doesn't sound like that's what you're after. I'd bet that by the time you're in the market for a suspension, AEV will be offering Fox shocks as an option, or will have abandoned Bilstein completely.
Chris