I've noticed this as well. I think the situation is this: 'yes, you can fit 35s to a JL Rubicon without any additional lift, but if you want to retain articulation then you are going to need a mild lift as well.' My personal instinct would to be to go for a mild lift anyway especially if adding a winch as it gives opportunity to better balance/correct the inevitable dip. The only thing I noticed in this review is that Sofyan said you can fit 35s with a lift from Jeep, but the JL Rubicon has a 2 inch higher fender to fit 35s without a lift. They stated that in the press release.