Yeah, for tire installers, it's more about the tire width vs. the wheel width than the height of the tire. Most places won't put a 12.5 wide tire on a 7" rim, but they will on an 8" or wider. If the 37's are 12.50's and the rim is an 8" wide rim, they should do it. Now.....they may not want to guarantee balancing on a tire that big, but that's a different story.
Exactly... Me and another at my shop used to do this for all the local wheelers because most places would turn them down.
It is also a lot tougher to do so many shops just won't put the extra effort into doing it right.
We did them all by hand. Toughest one was some 46" xmls on a super duty for a GA mud member.