Well we went it to pick up our minivan for service, and came away with an Fj. My wife could not be happier. She was a van hater. This thing is very fun to drive. We have the Blue 6 speed manual and it really is a powerful rig. Ride is surprisingly good on the highway. Have not gone off road yet, but would be surprised if it did not perform great. Positives: the looks (everyone will stop you and ask questions), power is great, room inside is good. Negatives: Gas mileage is not the best (big surprise), premium gas, clamshell doors in back make getting in and out a bit of a chore for the back seat passengers, blind spots are huge, but mirrors are very good, so this is less of an issue.
The looks, quality feel of all controls and hardware, Roof rack, TRD Rims with Yoko tires, 6 Speed Manual Trans, sound of the engine, locking diff., seperate rear opening window, side curtain airbags, seating for 5, lights on the mirrors, aux jack for the iPod, rubber flooring, great standard stereo
More room for stuff (coin holder, sunglass holder would be nice), outside temp gauge should be standard, rear windows that roll down or at least open, a cut out switch for the wife so I could drive it once in awhile (a happy wife does have it's advantages though), make it run on regular unleaded.