I've owned 4 brand new vehicles so far in my life. The three previous to the Wrangler I had no desire to modify in anyway. My thought was it's new, there is no sense in tearing it apart and doing things to it. With the Wrangler it's a complete 180. I'm constantly doing things to it...grill mod, tinted windows, tow hooks, garage door opener in the dash trick, etc., etc. It seems like I have one Jeep project on my "to do" list each weekend.
I just can't figure out why this vehicle is so much different than the others I've owned. It's almost like a primal instinct to modify it.
My wife laughs at me, it's to the point where on Saturday morning she'll say, "what are you doing to the Jeep this weekend?" That is quickly followed up with a "Just Empty Every Pocket" comment as she shakes her head... 
I just can't figure out why this vehicle is so much different than the others I've owned. It's almost like a primal instinct to modify it.