A stock rig would be about $20k, so another $9k isn't too unreasonable. I'd say he spent close to $15k or so in mods. I guess it comes down to how much do the mods add to resale.
I have to say I like what he's done. I'd like to do a similar build in a few years on a 2006. I figure it will end up at about the same cost, without a regear or lockers. If I was in the market it would be great for the right price.