This. If ever there was an over-abused ego lift. It's deadlifting.
I think it's largely due to the fact that deadlifting is considered a "blue collar" movement.
Technically, any idiot can bend down over a decently loaded bar and lift it with horrendous technique.
Learning the fundamentals such as the hip hinge, leg drive, lat engagement, intra-abdominal pressurization etc takes time and practice.
Imo, it's a very important movement. It litteraly teaches you how to pick things up safely and effectively. Not sure about it's BB purpose though.
As residue said, staying around 55-75% of your max should not only be fine but also also great for your you.