Well, If you plan on modding it yourself, adding bigger tires, different rims, lift kit, etc. its not really worth the extra money (IMO) to purchase the Rubi. But if its the lockers you want, then you have to decide if the extra money is worth it from the factory. You can get an Unlimited, or sport or any model if you order it from the factory with the Dana 44 rear stock. I bought mine right off the lot with the dana 44. I do recommend gtting the 44 on which ever jeep you decide to go with. The rubi is set up for rock crawling in a sense so ask yourself if you will be doing alot of that.
Having a Jeep is like a hobby, you will be always looking to mod it. JEEP = Just Empty Every Pocket.
Stock Jeeps are very capable off road, so ask yourself, " is the extra money for a rubi really worth it?" If you do get a Jeep, you will love it, Just remember to wave at fellow Jeepers.