I remember when we first discovered chip loading. The theory is easy to understand once it's explained, but we found the recommendations to be counter intuitive. The size of chip required to carry away the heat is always a surprise. I would say that most hobby woodworkers run their routers at feed rates that are half or less of what's required to be at the correct chip load. Even 15 years into it, I'm constantly surprised at just how fast our CNC runs when we have the chip load calculated correctly (which is 100% of the time since it's programmed into the software). The only time we deviate from recommended chip loading is when we're unable to hold the workpiece solidly enough to withstand the lateral cutting forces. Invariably when we do that we get burning on the cuts.