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Can't tell by the picture, but at least they're acknowledging the fact that those tires are the "wrong" rating for your Expedition. It's not the end of the world and if inflated correctly you are ok with the ride then it really doesn't matter. I don't however know why they would say to stay at 35PSI as they should know better. 35PSI is for the original rated tire that came on the truck, not for those.
Does the tire have a PLY Rating? My guess is it's a 10PLY. 50PSI Minimum! My work truck comes with stock 10 PLY tires and has a TMPS system, if the pressure drops below 70 PSI in back and/or 60 up front it goes nuts. It's for your safety!
OP: PLEASE do not run anything lower than 50PSI in your tires, 46-47 at BARE minimum, yes it's going to be a bit more uncomfortable but you're not running the stock rated tire and therefore need to deal with those consequences. Upside is it gives you the possibility to have less rolling resistance and therefore slightly better mileage.
Are you referring to the temperature rating?