At 35 feet, you are a hair beyond 2 ATA, and according to Haldane's calculations, that would indeed be pretty much a no limit dive. Those calculations have since been made more conservative, but if you went to a 30 feet dive, you would indeed be pretty close to a no limit dive.
I think they revised the original 10 metres to 7.8 as in 78% N2 in the air. And the safety stop depth is half that.
From watching my computer (cressi leonardo), if I'm coming straight(-ish) up it'll show the SS icon as I get close to 5 metres and start counting down the 3 minutes. However, if I'm coming up along the bottom and spend enough time above ~8 metres, e.g. shore dives on Bonaire, SS icon never comes up at all. And it seems to be crediting those "extended safety stops" towards longer NDLs on subsequent dives, although that's hard to tell when you're doing shallow dives anyway... But with more rectangular profiles it does seem to be showing NDLs (as opposed to "99" for "no limit yet") more often.