Rubber floors instead of carpet, water resistant seats, locking rear diff, traction control, 115 volt AC outlet, rock sliders, heavy duty roofrack with aux lighting, dash mounted GPS, compass, inclinometer, and temp, all standard or factory options, sounds pretty functional to me, not cheap. As far as build quality Toyota's got the best in the industry.
The FJ Cruiser's got a shorter wheel base, more ground clerance, more horse power, and way more torque than the H3, plus it weighs less and can tow more. Sounds like it could be threat to the H3, what do you think?