IMO - Awesome... but not worth the costs.
If I had the money to blow then maybe I'd go for one and I'm sure there are plenty of people out there that can afford it. I mean, I'd much rather spend all that money on my TJ and turn it into a Brute or something. The diesel craze is also getting a bit old too. With the price of gas fluctuating as much as it does these days and the price of diesel being more than regular-unleaded, it's not worth it for that extra torque and weak gain in fuel economy.
For the price of a built HP-D44 and a built 9", 17" wheels and 37" tires, and custom suspension... I'd still have enough left over to buy a little daily driver and be completely happy. Just my thoughts.