Funny this overpriced idea would come to light long after this post started. I also saw some while at the dealer for the AEM. Wife and I had the same opinion. CRAP.
The thing is rather small. It looks quite uncomfortable. Yet, it did not seem like it had that rugged build the normal Wranglers have. Might be a perception but just seemed like someone wanted to make a Wrangler more comfortable and failed. Wranglers are fun vehicles for off-road and just running around. The work well for that. This pick-up just seems to big to be good off-grad, uncomfortable on-road and too small to really carry or haul like a pickup.
Oh price...that's the issue. Well the prices are silly and the usage application is surely not upscale as pricing would indicate. Instead of pride my take is there's a bit of shame associated with the ownership. That price should be cut in half is how I see it. Time with sales will tell if there's a high-priced market for the thing.