Well, judging by the HummerXclub....you could do what everyone else is and get a JK.
I dunno.....it really depends on what you want to spend vs. what kind of fabrication expereince you have. If you are good with design, have a welder, bender, grinders, plasma cutter and lots of appropriate tools already.....then an older Jeep or Toyota is a great place to start and will be much more capable for much less money than building up a newer JK or Rubicon.
With a new JK Rubi....figure you're going to spend at least $40K to get it to where it will run 37's, have armor, a good long travel lift, a winch and good tires/wheels.
It all depends on where you see yourself heading and ultimately what you want out of the vehicle.
Sean