I've said it on a different thread, but I will say it again here.
I made this decision last year. Went rubicon. If you aren't planning to rip the axles off, regear, go huge right away it is a great choice (if you can afford it). I'm running a 1" coil lift with a front spacer and 35s. Stock gears (4.10, definitely make sure they're 4.10) and stock lockers. I brought it out to the uwharrie end of summer run, planning to run medium group. First time out in it with a few WALers and decided to run advanced. It got me though everything the big boys ran without a problem. To this day, it's still more rig than I can drive.
Do I want bigger? Yes, 37s will be going on once I wear these tires out (only 10k on them now), but it is more than enough on the trail, in the woods and on the beach.