Here's my take on it.
I have a 2015 Sport S, purchased new. I was hesitant to buy a used Jeep for use as an adventure and daily driver. I love the Rubicon and truly it is an outstanding vehicle. Having said that, if I wanted a comparably equipped Rubicon it would have cost close to 40K + tax (list price would be 40K+). I can add Detroit e-lockers to my Sport for about $2400 installed front and back, and I can add an RK lift for another grand self-install.
After all of that, the only main differences then between a Sport and Rubicon is the 4:1 transfer case, and some additional armor and the electronic discos. Some would argue the Detroit lockers or ARB would outperform the Rubicon factory lockers.
I already have JKS discos which cost me about $100, and I know some guys in Rubicons prefer manually disconnecting anyway.
Having said all of that, again, my Sport has the Max Tow Pack, heated seats, 3.73 gearing (great for commute), hard top, and a few other creature comforts that would put the Rubicon close to the $40K mark.
I'm not ragging on the Rubicon at all. THey are awesome and the most capabale vehicle out of the factory, but the capability vs other jeeps are in the factory lockers and transfer case. But like others have said above, the Sport transfer case is still great and has a lot of benefits.
Edit: I paid $31,200 for my 2015 JKU Sport just this past June.
Last edited by morjams; 10-10-2015 at 09:27 AM.