See, I'd turn that around and say I couldn't spend as much as some spend on a Rubicon as I spent on our Trailhawk. Having driven both there is no doubt that the KL Trailhawk is a much better vehicle to drive on the street, which is where most of us spend the overwhelming majority of our time behind the wheel.
While the Rubicon is a very capable off road vehicle, it's also a very basic vehicle that lacks much of the current vehicle technology found in many Trailhawks. Everyone can have their own opinion about the need or the value of some of that tech, but there is no doubt it costs money to develop and to build into the car.
The KL and the JK are entirely different vehicles built for entirely different purposes. In the end it's kind of silly to compare them. In the long run Jeep will only survive if they build a variety if products that appeal to multiple market segments. Not every vehicle in their lineup can or should be a JK.