The first time I went out of my way to research tires I was shocked how much braking distance typical tires lose at 50% wear. I would have expected 50% to be when things first start getting bad, not 25%.
These days I aim to replace my tires at about 50% wear and no later than 60%. New tires make you corner so well it almost feels like a slightly newer car.
Hard to square this tire company "change them ASAP" marketing stuff with the tread depths that new performance tires (think like "street legal" race tires) come with.
It kinda feels like insurers should give you a discount for running good/great tires. It's such a safety benefit. The externality of crappy tires isn't captured in their sale price.