Modifications are an interesting one. Personally I don't like to touch (too much) what has been provided (and properly engineered) by the manufacturer.I’m all for modding stuff but yeah, completely agree that it’s a different calculus when you can drive it out of the showroom and into a desert.
For example it annoys me that, say, a Defender or Landcruiser doesn't come with, say, recovery points. Is that fit for purpose? Why leave this to the user to solve - are they skilled in the engineering of automotive chassis? Lockers, bull bars, lifts, etc.
I'm quite suspicious of the aftermarket. Well done Ineos.