With the introduction of JKU's, the line between "overlander" and rockcrawler" builds is definitely more blurry.
The TJ platform performed well at any off-road terrain (terrain depends on modifications). We all know it's biggest down fall was it's size; small, light payload, again small. When all you plan to do are day trips, these are non-issues. When you want to get out of cellphone service for a week plus (The Maze for example) these are issues. Before the introduction of the JKU platform, Tacomas, Land Cruisers, Troopies, Defender 90's, etc... were vehicles more suitable to long expeditions where resupplies are far in between. Here comes the JKU: bigger, more payload, more options. They can be built to outperform just about any other vehicle in the US when it comes to off-roading. This platform has the ability to be a daily driver/rockcrawler/overlander; unlike earlier generations.
There definitely is an "image" to an overland built vehicle. Less radical in some cases, roof top tents and snorkels* in other cases. Because this category is so undefined a stock JKU, LR4, Liberty, Tacoma, 4Runner, etc would fit in right with a JKU on 40" tires with the build choice representing it's owner.
That being said, I'm a Land Rover and Jeep owner. Is my D90 an overland or rockcrawl build with it's snorkel, limb risers, small roof rack, skid plates, ARB lockers, winch, hi-lift, and 33" tires? It goes from the best trails of Moab to the backcountry of the Southwest; day trips to week + expeditions. The truck is a representation what I love about off-roading: the wonderlust of venturing on a dusty backroad or feeling the truck walk over technical terrain (like that on Cliffhanger or Steelbender). With a stock 2012 JKUR in the works now, I have a clean slate. Will it rockcrawl or overland? Not sure, but it will be a well built Jeep.
Everyone has their voice on this rockcrawl, overland build thing. The improvements in technology has increased the quality of components available to us. The serviceability of parts in the field less of an issue (coilovers and air bags are more reliable than 5-10 years ago). Your build is your build. Just build it well and know your reasons. See you on the trail.
*An often overlooked benefit to a snorkel is the reduction in dust intake.