CivilEmery: Check with vendor. Quite often, vendor do not go through the details of ASCE 7; since they sell these all over the place geographically, they want to cover all the bases, be conservative, minimize changes in design/manufacturing and stock/inventory, they may use a straight 30 or 40 psf and use the flat projected area of the pole to calculate forces and moments. If you went thru the ASCE 7, you will quite likely find lower values.
And, regarding foundations, be conservative. The single largest reason for light and flag and similar structure failures is not wind, but deflection. Who trusts a deflected pole? And the primary reason for deflection is underestimating the effects of rocking or oscillation. One must consider vibration, natural frequency, response, etc.
Not to discourage, but to educate, and make one awares that many simple things are in fact complicated. Call a local structural/civil PE who is willing to share and educate.
Good luck......