RonMAIDEN,
The problem is that i have tried all of the tires i listed out. Noise level is pretty much the same across the line. In fact, i found the BFG to be slightly quieter than Nittos on my G500. The Nittos hummed significantly on the highway. This was very noticeable...Discount Tire advisor said that it was due to the center tread being continuous or something like that. My BFG AT KO does not do this...you hear a slight humming only. In addition, i compared side wall thickness and it was not even close. I found that Nittos' sidewall was even thinner than my old Yokohama HT that came stock on my G. I swapped back to the Yokohamas after 1 week on Nittos.
IMHO, for mostly on-road use with a few occasional off-road ventures, i would go with Goodyear SilentArmor.
In tires, i trust big companies with history of making tires. I would rather buy from Goodyear or Michelin than from Cooper or Toyos. Now, don't get me wrong, these tires are good quality i am sure, but it's just my personal bias. (In other words, my opinion on this point is purely choice rather than fact.)
Your Nittos sounding quieter than your friend's Tacoma with BFG could be due to better sound proofing in the 4runner. When i had my '02 4runner, it was quieter than a Tacoma for sure. As stated above, i have had both tires on the same vehicle (head-to-head comparo), and i found the BFG to be a bit quieter on the highway. Trust me, if i did not believe this, then my G would have Nittos because they are much cheaper than BFG.
There are tons of people driving Camrys. A lot of people having one product means that the product is PROVEN. This is what i meant by above. People come back to it. Recently, i was influenced by flashy advertisements for Goodyear SilentArmor. I almost made the jump. However, after comparing both tires side-by-side at my local tire store, i found that BFG's sidewall was thicker. And for MY purpose (on-road and off-road with rocks, including airing down), i need the extra durability that BFG offers.
My opinion.