Why are people paying an extra $10K for the Rubicon when they are turning right around and replacing the wheels, tires, suspenstion, gears, etc.? It's not a snarky rhetorical question...even though it sounds that was when I read it. I'm new to the Jeep concept and I'm wanting to know how to plan the right Jeep purchase for the right build. I don't know enough about the Wrangler to understand what benefits are left on the Rubicon after upgrading basically everything beneath the frame. Does it not make more sense to buy the cheaper model if you are planning a build anyway?