Gonna steal my answer right out of my build thread...
This can be a long story but I'm gonna try to keep it to the point.
July 2017: I had been daily driving my 1984 Chevy M1008 CUCV (K30) for two years now. It has never let me down and literally receives compliments daily. This truck is my baby, and always will be, but I felt like although it has 37" tires, it is mostly a mall crawler. My wife has a 2013 Jeep JK that we bought in 2013 and it has seen many trails across the country. My CUCV definitely wouldn't be able to keep up with it. So I decided I wanted a Jeep for myself.
That weekend we went around to some dealerships to see Jeeps. I knew what I wanted; I had already owned one for about four years. And because I knew what I wanted, it was kind of hard to find one in that configuration on any lots. I would've had to order it. So we leave the final dealership for the day and immediately drive by an adjacent Toyota dealership. That's when the quicksand paint caught our eye. Our Jeep color is called "dune", which is similar to quicksand, so naturally we were intrigued. Well... kind of -- I never dreamed of owning anything other than an old Chevy pickup, with the exception being Jeep JK's. Especially not a Toyota (nothing against them I just thought I was die-hard Chevy). Anyway, we went in literally just to compare the price to the Jeep. I figured it would be a lot cheaper since Jeeps are annoyingly expensive. We all know what kind of price I saw on the sticker. Surprisingly not cheaper at all. But I decided to tell my wife I have a guilty pleasure about the way the 3rd gen looks and she was really digging it herself.
Fast forward about six hours of working with the salesman. I'm now driving home in a brand new Taco, a truck I know nothing about. Except that it had a rear locker. Mmmmm, that rear locker is so nice. I'm driving home thinking to myself, "what the fuck did I just do?". I had a perfectly good truck that is paid off and definitely didn't need a brand new truck. But this is the first brand new truck I ever bought for myself and dang it felt good (wife's Jeep not counted).
I made a promise to myself after I got the truck. As with her Jeep, I want to put as many miles I can on it, eventually driving it into the ground. I'm not the type of person that likes getting new vehicles after a few years, and neither is the wife, so the Jeep and Taco are here to stay. In addition to that, I promised myself that despite it being a brand new $38k truck, I will not be afraid to wheel it. I've always had a passion for off-roading, and that wasn't going to change now. And guess what? I absolutely do wheel it, perhaps a little too hard. Not even a year old and I have some decent trail scars.