I can actually understand hanging doo-dads all over your vehicle for bling effect if that floats yer boat, but springing for a 10,000 lb winch with synthetic line for a rig that never goes off-road?
That thing is actually a pretty decent value given all the upgrades, and a Rubi Wrangler that has never been off road, southern presumably rust-free truck, with the old 4.0L, is about exactly what I would want if I was in the market for a Wrangler.