I've owned several Wranglers, including the new Unlimited, and while the '98 is the oldest (and most experienced) ... so far, it's my favorite. The 2.5L 4 fits me better than the previous 4.0L engines, and this one is also my first with a manual tranny. Aside from a bit more road noise (a great excuse to add a "monster" audio system) than my other Jeeps, I have no complaints. The economy of the 4 cylinder is fine for me. It's a fun little utility vehicle, and I guess I've been lucky, but I've had no mechanical issues with any of the Wranglers I've owned, putting a collective 150,000 miles on them. I'll never be without a Wrangler as long as I live.
Uniqueness, utility, just all-around fun! The ability to customize just about every aspect of the vehicle, to make it "uniquely yours".