Why a TJ?

My reasons:

1 - Small body, fits between the rocks easier.

2 - The price point is great. I can't justify a $60k JL plus another $10-20k in mods just to go wheel it and smash things up.

3 - The aesthetics are the best of the Jeeps I could afford.

4 - TJs are in the sweet spot of being new enough to be comfortable and keep the wife and kids comfortable while not having too many electronics that will likely fail out on the trail and leave you stranded.
 
I wonder how long before the value of the prize is surpassed by the expenses paid into it :D

Don't know, I'm not of the bean counter crowd.
But what I do know is that, C4Wheel, paid +/- $20,000 for the purchase of the TJ. And approximately 20-25k was donated in either hard parts or accessories. I got to thank Mike (RIP) & Angie for dragging the Jeep up & down the State of CA. so that some of the donations could be installed. I also tried to call most of the 4x4 clubs and organizations that donated to my Jeep.
The first event that I attended was TDS '04, and got to talk to several people that made a contribution to the raffle but did not win it.