Tire Pressure gets complicated. The tire makers do so somewhat independently of car makers (if somewhat dependently of wheel makers).
The auto makers often survey persons driving test tracks for their impression of '"best ride" to inform the TP put on the door pillar.
We, as drivers, of course, want different things at different times.
In my 2008 Gen2 Escape, I would go with 38 all around before highway travel. This would get me about 4mpg 'extra' over just highway driving. But, it was not fun for surface roads and potholes, or just less-even pavement. With my 2011, I was using 34/36 which seemed to suit the i4 and AWD on that ride. But, most of the time 34 was my aim point.
So far, from the recommendations above, my 2022 seems to have the right compromise using 35 all around, as measured first thing in the morning. This being Texas, that's not always the factory spec of 60°F--at least not until recently with the weather change.