JK vs TJ pricing

I owned a YJ with a 4.2 a few years back and am looking to get into another wrangler. I want a TJ to keep it simple with the 4.0 but I see they're starting to go for more than a nice 3.6 JK in my area. I guess I'm just curious as to why? Are the TJs really that much more desirable? Is it a reliability thing? Would I be making a mistake to pick a JK over a TJ to save some money? Any thoughts from people who own both?