I looked at both as well, I like the way the H3 drives and the comfort- backseat is more roomer and more comfortable then the Rubicon..I think it handles more smoothly while 4 wheeling not as stiff...the price was right for me on the H3 ...

 

I like the interior better on the H3. I am not a big fan of convertible tops because of the road noise and I did not want to deal with a hard top. Also the price. I got my 06 H3 lux/adv for 18K. I could not touch a JK rubicon unlimited for that price. I like the fact that H3s are much more rare than jeeps on the trail.