I beg to differ; IF someone has installed improper (typically "heavy duty") shocks the ride may become harsh (feeling every pebble on the road) as they may be too "stiff" (too high a damping rate) for the spring rate... I have run into this on every old Jeep and a few pickups that I have owned. (for some unknown reason some people seem to think a Jeep should ride badly, it some times takes quite a bit of work to make them ride, and handle well; or at least as well as possible for a high COG vehicle.
Having already adjusted the tire pressure (per the "chalk test") from 40+psi down to 26 psi (helped Quite a bit but not enough)... It should be noted that excessively stiff tire sidewalls can contribute to less than optimum ride quality.
I am pretty sure that shocks that are too stiff may be what is wrong with my new to me (old) TJ the ride is quite harsh and since it was owned previously by a younger person (because of the stickers, that I have been removing...kids!). I will be replacing the shocks with some medium quality old man shocks (possibly Bilstiens) matched to the factory springs on the vehicle... If that does not solve the issue I will be replacing the factory suspension bushings which may have become hard with age (or may have been replaced with too stiff polyurethane bushings, by the aforementioned PO (previous owner)... some where along the way I will temporarily switch out the noname tres for tires of known ride quality to eliminate this as a possibility.
..If none of this works I will be looking to buy some variable rate springs with a softer initial rate. (then likely matching new shocks (again) to them.
Enjoy!