I think it just depends on what you are actually doing with your vehicle. My Tacoma is stock and will remain stock as it's not my adventure vehicle. That was my Dodge until I had to sell earlier this year
I had E-rated BFG AT2's on my Tacoma the past 3 years and they sucked at everything other than having good traction. I switched to Falken Wildpeak's in a SL-rating and could not be happier. I know I have up thicker sidewalls, but the ride is 1,000X better with the Falkens and my truck no longer pulls to the right so hard you'd think it was actively trying to murder me.
I see people here where I live running around with gigantic mud terrain tires in E-rated versions on trucks that are always clean and shiny. I'll take a comfy ride, better mpg's, and less sidewall since I know my Tacoma will always be a light-duty vehicle used for day trips, DD duties, fishing trips to local lakes, etc. and nothing more really.
When I get another adventure vehicle, likely another full-size Dodge or Ford, I'll run E-rated tires all day.