So I think, if I may jump into this conversation, that that question is really subjective....
What's the purpose of the rig?
Is it going to be a DD?
What trails do you want to run? Beach, rock, forrest?
The point I am trying to make is the factory "modified" rigs wether Jeep, Toyota, Ford, Chevy or any others are purpose built for something as well as having good on road manners. The ford Raptor is for prerunning the Baja as an example and running 80mph down the highway. The Rubicon is built take some rough back country fire road and the like and still cruise the highway.
Now I do not know about the other brands enough to say on them, but on the debate of the Rubicon vs the sport or Sahara, I just debated this when buying our "new" 2010 JKU. We went for the Rubicon for a few reasons
I wanted a "base" vehicle that could go to those back woods roads as is. I have had rear lockers in a few of my new vehicles and love the ability to lock them in and go. So I knew I wanted lockers. If I had got a non Rubicon I could add lockers you are looking at an easy $1,000 for the rear since I can install them myself. To upgrade to the 4.10 ratios that are perfect for my goals is another $1200ish bucks for the gears. Now to lock the front you can but the d30 is weaker and since I am wanting a "overland" rig (roof rack, bumpers, winch, camping gear...interpretation... lots of weight) it would be smart to run the d44 in the front. New? As much as you want to spend... Used on CL around $1,000 to $1,200.
Next reason was resale, while we don't have any plans on selling our new rig the NADA accounts for the Rubicon and not for the $3-3,500 you have in axle upgrades. That sidelines to the next point, insurance; they will pay for those Rubicon "upgrades". (Once my rig is built up I do plan on getting my insurance to value it with all the added hardware).
Next point, factory reliability. It works and you can put 200,000 miles on it. I'm not afraid of road side repairs but my wife does drive 5-1/2 hrs one way back home about once a month for family and work, most of the time by herself with our two girls.
Now if I was going to throw everything under the jeep away be II wanted d60's and long arm suspension and all of that? Oh I would by the sport, why pay for what you are going to "throw away" (sale on CL)?
Also argument changes completely if you are asking about a 20-30+ year old rig... Anyway that's just my .02¢
Caleb