The JK guys have tons of money and the aftermarket crowd LOVES them. I work with a guy who has a JKU with a mild build. It has a winch bumper on it but no winch and the hole drives him crazy so he's looking at winches and wanted my opinion in which one he should buy. I asked how often he would use it and under what conditions and he said that it will literally never get used because he doesn't, and won't ever, go off-roading.
I should tell him to guy but the most expensive Warn winch out there because the Bad Lands winch won't keep up the image he's striving for.