Having sourced OEM parts from Australia and Japan for an aux tank in a Land Cruiser before, I think $1400.00 is right on price wise. It's actually a bargain if all that's missing is an OEM fuel pump.
It's comparable with the other limited, aux. tank offerings available to U.S. consumers. Check the price points on Transfer Flow, Man-A-Fre, Titan and Camping Labs. Up to now, the only JK aux tank available was from Long Ranger in Oz. with the current exchange rate and trying to coordinate the logistics of getting it here, the Gen right again seems like a bargain.
For those saying that they can get a custom tank fabbed locally in Reno for cheaper than this, I say call Samco Fab and get a quote. I did for a different platform and it was quite a bit higher. Sure you can shop around, but were talking a fuel tank here. I certainly want the best fab guy I know of building it. Team Hummer/Rod Hall and a bunch of others trust him, so do I.
For those that are comparing carrying cans around to an aux tank...There is no comparison. With an aux tank the extra weight is down low where it's least harmful. To transfer the fuel all you have to do is flip a switch and it's done, most of the time while driving. You don't even have to slow down. This was most beneficial while competing in the Nevada Trophy. You don't have to worry about storing cans, moving cans or the transfer of fuel. Sure cans are cheap and handy, but if there are other better options available why not use them?
I'm glad gen-Right recognized the need for this application and view it as one more point in the JK's corner. Now if only AT would release their "Habitat" top for it...