I'm not a huge fan of the JK styling. That said, I wasn't a fan of the TJ styling when they first hit the scene, and now that's what I have. You have to look around and realize that all of the big guys - Poison Spyder, Metal Cloak, etc - are choosing JKU's as their platforms. Yes, they modify the crap out of them, but still, that's what they're turning to.
Maybe in 10 years I'll be pissing and moaning about the 2022 WhateverJ as I drive my built up JK to the trail head.