Don't buy the first year of a new release. Wait 2 years for them to iron out the kinks.
Like the new 2018 JL Wranglers... There were already frame weld issues on them.
Being the first kid on the block to have something new is all well and good but i'll someone else be the guinea pig for $35,000
My 2 cents...
If you never intend on offroading/trail riding, don't bother getting a Rubicon.
If you intend on doing a lot of offroading and want to do a big lift and tires, don't bother getting a Rubicon. You can get the upgraded axle as an option on the sport.
Main advantage to Rubicon...