Jeeps are small potatoes compared to some other vehicles. I have a friend with a modded diesel "bro-truck". It's a lifted Duramax, twin turbo, EFI live programming, built transmission, all that crap. The amount of money he as sunk into that truck for both mods and repairs far exceeds most people's Jeep builds, and in many cases has made the truck absolutely useless for it's original intended purpose. That world is just uber expensive. You see trucks for sale all the time with $30k "invested" yet the thing doesn't run or can't be driven down the road. 
The Jeep world only starts getting close to this level of cost when you start swapping full-width axles, turbo V8s, etc, and it becomes more of a buggy build.
The Jeep world only starts getting close to this level of cost when you start swapping full-width axles, turbo V8s, etc, and it becomes more of a buggy build.