Sir, I ran 40psi on my Subie's new W300 IceBear from TireTrends when the door jam says 32F/29R. I drove it 650kms and found that fuel economy was better than EPA mileage ratings and steering was light BUT ride was harsh. That night I couldn't sleep well as I still feel the vibrations on my skin from the 7 hour trip. It's like sitting on a massage chair for a long time and after getting home, I still feel them all over. Not pleasant at all.
Now I run 35 psi (as recommended by Morty and Saffy). Ride is a whole lot better.
I also read somewhere a simplified guideline for us regular drivers... "it's better to have your tires 3 psi overinflated than under" when the temperature drops from 0 to -15C, our tires loose 3 psi. The extra 3 psi added a while back gives you reasonable buffer to keep you safe on the road