They are not much cheaper. Those things hold their value better than Harleys. I never understood the concept of buying such a Spartan vehicle for $20-$30,000 new.
Back when I had my CJ's, you could get a really nice example for 2500 bucks. Not going to happen today. These new sissy jeeps have carpet, way less suspension travel (as in none factory) and way more electronic poop to deal with. That new V-6 is no match for the old 258/4.0 in-line six.
From the factory, they are convertible chick cars with winter driving capability.
If you want to build one for Offroad, plan on sinking a shit load of money into it. You will be in used Corvette territory in no time.