Got my reply from Continental Tyres today:-
Thank you for getting in contact and I fully understand your concern.
The tyres inflation pressures are set by the vehicle manufacturer and not by ourselves I'm afraid. They have conducted extensive testing to equate the best inflation pressures for maximum handling, performance and safety of the specific vehicle. The maximum psi written on the side of the tyre is for the Northern American market only.
If you are still in any doubt I would advise speaking with the vehicle manufacturer who will be able to guide you further. I hope this helps.
Best Regards
Tomasz Wojciechowski
Product Support Engineer
Looks like another e-mail to Audi to me?