Their concern is valid to a degree, that degree being the occurrence of clocking in other applications.
In high torque, high traction, low inflation pressure applications clocking occurs with some regularity and is generally addressed in the design of the wheel/bead seat flange by using knurling (striations perpendicular to the direction of applied torque). It is a very common occurrence in logging applications, earth mover (loader dozer) and agricultural (pan scraper etc) , it is also the reason that drag slicks are sometimes screwed to the wheel and the entire purpose to bead lock design wheels. I have seen tires in agricultural and off road applications clock so severely that the bead flange of the wheel itself is eroded and must be replaced. Some off road wheels are configured with a stop block to combat rotation.
I have also seen tires over lubricated and clocking occurring as a result on all types of vehicles passenger,light truck,agricultural,industrial and off road. It happens, but it happens because the people mounting the tires are not doing their jobs correctly or there is some other mitigating circumstance. Generally speaking, the least amount of lubrication necessary should be used to successfully mount and correctly seat the bead. Vegetable oil soaps or animal oil soaps, in solution at the manufacturer recommended rate of dilution are the preferred materials for use as bead lubricants. Never use antifreeze, gasoline, ether, silicones, or any petroleum based lubricants.
All of that said, while I think they are overthinking things I highly recommend that the tires be carefully inspected at time of installation for concentricity with the rim flange as one of the principle purposes of mounting lubricant is the avoidance of eccentric mounting (which will bring misery and dissatisfaction) and that a minimal amount of correctly formulated lubricant be applied. Personally I also wait several days after installation to go "full send", specifically for the purpose of reducing the likelihood of clocking.
