Isn't the side step standard on Sahara and Rubicon has the rock sliders? It looks like Leather is standard on the Sahara as well. Other options may just not be available the first year until they ramp up production.
Versus comparably equipped JLUR 2.0T, JLUR 4xe is:
$2425 more before $7500 Federal Tax Incentives
$5075 cheaper after $7500 Federal Tax Incentives. Varying state-level incentives make it even cheaper.
Great pricing strategy.