When I first got mine, I loaded up the bed with a bunch of old junk and took it to the dump. I had the windows down, and the attendants were gossiping. I don't know if they knew the windows were down or not. But I heard one of them say "uh-oh, here comes money!" I took it as very rude. It's not like these trucks are just crazy expensive, so I didn't get it. It's was about $1500 more than a nearly identically equipped wrangler at the same dealership, and in the same ballpark as the average f150 4x4 crew cab, and those are everywhere. I think people think these cost waaay more than they do, possibly because of the crazy mark-ups when they first came out, or maybe because of what the AEV Brutes used to cost.