I bought a 35 because I really don't like the blue interior. Yes, I've seen it in person many times, just not my cup of tea. If I could have gotten the black interior with the 37 package, I probably would have.
I ended up getting some OEM wheels and tires from another member on here. Based on my own experience off-roading pretty extensively on 35s in dirt and sand (both OEM and Methods), and my experience at Raptor Assault, the 37s do feel better off-road. I can't really tell much of a difference on the street/freeway. I will say I was initially worried acceleration would suffer too much, but it's been pretty negligible.
Looks do matter! I like my black interior and fuller wheel wells.