What would I want to build? Depends... Do you I want a mild wheeling machine to use as a DD or a trailer queen?
If I was going mild (and I can't believe I saying this), I would go with the JK. Even the lifted ones I've rode are nice on the road. Lots of fancy schmancy for the nancy add-ons are available. I would like to start with new engine though which means $$. Consumer reports has some not nice things to say about some of the earlier JKs. And it would be a 2 door for sure.
If it was for the trailer queen, it would be a TJ for sure... stretch it, big arse engine, etc.
All that being said, the MJ we are building is going to be pretty damn sweet... even if has square headlights.