Even though most people will tell you what's on that sticker is the end all answer, it's not necessarily correct. I you install tires that have greatly varying construction(such as the E rated coopers I have) and go with that psi you will have them under inflated and it will wear uneven(the sides will wear more than the center). That's why the chalk method is a great easy way to find the psi that provides a flat and even footprint for the tread. Unless you replace the tires with something that is of similar construction/size/etc as the previous tires, you should check the footprint(regardless of what the dealer or a tire shop tells you).
Breathing in and out is good enough for me.