I'm running 37" Pit Bull Rockers on recentered H1 bead lock wheels, and I've got nothing but good things to say about them. I read over on Pirate that 5 psi is the sweet spot for them, but I generally run mine at 8 psi with great results. I found that at 5 psi the tire squatted too much for my liking and I wasn't happy with how much clearance I lost, 8psi was much better. I can say that in the rocks the only time that I ever get hung up is when either the axles or undercarriage are hung, traction is never the limiting factor; I couldn't say that about my bias TSL's. My only regret is buying the 37" ones instead of the 39.5" size.
And Gubni, tell your buddy to buy bead locks!