This truck is not all show, but it isn't a Raptor competitor either. . Other than the looks stuff it includes stronger front control arms, Bilstien shocks, the air suspension is modified to raise it an additional inch over other Rams for over 10 inches of ground clearance, and along with the 33 inch Toyo tires it is a nice off-road upgrade. As for price, Ram's website shows it falling between the Outdoorsman and Sport 4x4 quadcab in the lineup which would put it at high30s/lows 40s for the price, quite a bit cheaper than the Raptor and priced with the TRD Pro. it is also the only way to get a 3.92 rear with the Pentastar V6, though I would have to have the Hemi/3.92 Combo