Because speed.
Higher pressures are faster?
You must have got the memo by now?
Higher than 90psi? I think so.
Higher pressure is faster until a sharp cut-off. What pressure that happens at depends on the surface, volume and load, innit.
zipp AFAIK are the only brand to actually publish pressures tested well.
http://www.zipp.com/accessories/detail.php?ID=72
@Scilly.Suffolk started
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Because speed.