37s are great, but as others have mentioned they're not worth it unless you're prepared to invest in doing it right.
A 35" tire is the threshold for these vehicles in stock form. A bone stock Rubicon only really needs a good suspension upgrade and a set of 35" tires to get everywhere you'd want to go. It's a good balance. With a programmer they do pretty well with stock 4.10 gears. A non Rubicon will handle them fine with some gears, a rear locker and front limited slip (as we just talked about on another thread today) and a little armor.
To wheel on 37s a Rubicon needs gears, axle shafts, and c gussets. We have had good results with sleeves, others don't like them. You'll also needs to cut up the factory fenders pretty well or move on to a high clearance fender. You'll need gears, gears, gears.
37s are great and they make the rough stuff that much easier, but they are a diminished return in comparison to going from a stock 32 to a 35.