@bweller@mstdn.social Here's another good one, and your bike shop will listen to these guys. :D
https://silca.cc/en-ca/blogs/silca/tire-pressure-calculator-explained
Here he is with Dylan Johnson talking about pressure: https://www.youtube.com/watch?v=ZuxUWFziuGI
And this is about gravel racing, and the choice between gravel tyres and MTB tyres. It's a bit in the weeds, but I find it's got a lot of generalizable information both on tyre pressure but also tyre choice and tyre width. https://www.youtube.com/watch?v=iq9ydwkRt0Q
From my own personal experience, I try to run at a pressure high enough that the tyre has the handling characteristics that I want, and stop there. So in CX, I ran 19-22psi (I was 75-80kg). On gravel now (at 95kg) I run tubeless with a foam core at 30-45psi, and on the road (same bike & wheels) I go up to 60-70psi. If nothing else, the comfort gain from the lower pressure lets me maintain my speed for longer. I'm way less beat up than when I was a roadie on 110psi road tyres.