Keep in mind that if you want significant hypertrophy, you have to continually increase the weight, even if you're doing "high rep." Bodybuilders typically do more high-rep workouts than, say, a powerlifter. But their loads on high-rep workouts are still significantly more than an average person.

Personally, when I strength train, I mix it up between high-rep days (10 or more reps with a moderate weight, usually 4 sets), medium days (5 sets of 5 reps with loads that range from 70% to 90% of my max) and heavy days (7-10 reps of singles at higher than 90% of max). The hardest days, mentally and physically, are the high-rep days because it taxes my conditioning just as much as my strength.

I should have qualified that: by "high rep" I meant in the 10 - 12 rep range, as opposed to, say 5 reps. It's true that some training protocols call for much higher reps, but those are not typical.

The appropriate references supporting this can be found in "Practical Programming for Strength Training" by Rippetoe, amongst other resources.

Everything I've read is somewhere in the middle. Higher weight (85% of max) at 8-12 reps is the sweet spot for hypertrophy. I've seen that in lots of different places.