Man, this is one big price increase, my Rubicon order from back in July is now roughly $2000 more than when ordered! Wonder if it has anything to do with the strike? Sorry, dumb question, of course it does, glad I have price protection!
I would go for the X unless you just hate the painted fenders that it comes with. At the end of the day you will have more vehicle and if you ever get rid of it the X will be more valuable, IMO, than a high optioned regular Rubicon.
Being that the Carvana value is wholesale I would say it is about right for a Sport with an original msrp of $44,380 which could have been bought new for around $39,000.