Agreed. And in all fairness, at full MSRP the JLRub doesn't seem to be much more than the JK. Of course it's going to be somewhat more expensive-you'd be a total fool to think otherwise as the entire vehicle has been changed.
The 2 door JL for $26k in 2017 dollars is the same as $22k 2007 dollars.
(I use this thing all the time: http://www.usinflationcalculator.com/)