^^ This
I went through the same dilemma as you're going through. Spent a lot of time running numbers and whatnot. What it boiled down to for me was time and what I could do with the jeep during the build process. Since I don't have an endless supply of money and am just saving for each mod one at a time (for the most part), and I've accepted I won't have a fully built rig overnight, I went Rubicon. My rig is basically stock besides some recovery gear, armor and a leveling kit (still running 32's) and it does awesome offroad. We took it to Moab and run local trails here and have a great time. Of course you could have a ton of fun in a stock sport too, but the 4:1 and lockers make a huge difference. And I'm not gonna lie and say the heated seats, Nav, and Alpine sound doesn't make a difference either. Im not afraid to say I want my wife riding in comfort while I grind away at my skid plates. Haha. So in my opinion, if you're gonna build fairly slow and want an awesomely capable rig in the process, go with the Rubicon. If you're willing to buy a rig and throw a good amount of money at it all at once, go with the Sport. If I had it to do over I wouldn't have done it any differently.