I hear ya on that!
When I bought my 07 Sahara, the guy asked me if I knew what JEEP meant? He said, it means Just Empty Every Pocket!! You'll always want to buy something for it. I was like....whatever . I'm just gonna be happy owning one!!!
Low and behold, I think I've bought something every month since getting it!!!
...and it appears my little add-ons are getting progressively more expensive!!