Off the bat I knew I wanted to get a rear spoiler, paint the mirrors, upgrade the sound system, and would probably need to replace the wheels as the sr5's were peeling already and I'm always putting them in the water with my boat.
When I got the sr5, I was pumped. It was the first car I had bought on my own and I liked having a new car. In the first day, however, I just kept tacking on things I would do because it was a base model. I chose the sr5 over the ltd (didn't even look at it at first) because of cost. The Grey Mica was my favorite and I've always been pointing it out as the one I wanted the most.
The LTD was about $5k more but I took a look at it. As soon as I sat in it I was like wow this just feels more like mine. I decided that I shouldn't settle on the sr5. I figured if I'm already paying a lot for it and I plan on having it until it dies, why not get the one I want from the beginning. I really liked the steering wheel controls, aux input, heated seats, AC outlet, and keep finding so many little things that make the LTD that much nicer than the SR5. Now I'll never be like "man, I wish I didn't settle from the start."
On top of that, it had 12k less miles and thus qualified for the toyota 100k waranty (although that was obviously more expensive too).
Also, I figured if I started with what I wanted, I wouldn't spend as much time and money as I did modding my 98 sr5. I believe this thread shows that didn't prove to be true.
I'm very happy with my decision but every now and then I get jealous when I see mine with a v8.