I purchased my 2016 JKU Rubi Hard Rock a little over a year ago... And while I love it and it was extremely trail worthy for a wrangler "out of the box" so to speak I am actually regretting the purchase.
My reason for saying this is I am going fairly "all out" on building it and realize that for the 10-12k I would have saved by just going to a Sport would have been better. My reasoning is that I just spent a little over 10k doing upgrades and while some of those wouldn't matter some of it just replaced Rubi stuff and also the small extras from the Hard Rock... To look at it one way think of all the stuff you could get if you took the 10-12k difference plus say the 10k would give you over 20k in upgrades.... That is enough for front/rear axle PR60 special (12K) and lift with front and rear bumpers, rims, tires.... You may even have enough left over for to grab the atlas transfer case...
Just a thought....