My price? easy 37-40k.
While Jeep Wranglers retain value like no other, you're always going to take a hit on the aftermarket additions you make. If you're swapping axles from quality axle manufactures and putting on stuff like EVO DTD, then you're going to get a higher rate of return on those additions. Just my opinion.
Though I've seen some crazy for sale posts where people are selling, IMO, entry level-to-mildly built JKU's(07-10) for 35-45k. I see some of them sell, which boggles my mind.
Also on topic for this page of this thread, if I read that right, dude gets invited to JKX, gets free tires, then sells them? That's F'd up. Though he still probably had to pay his $500 entry fee. Still.