The only limit I see is money. When I priced out the mods I want to make I kinda had to take a step back and prioritize. Definitely want to do an aux fuel tank mod, which means having to relocate the spare to a swing-arm, which means a new bumper, so I might as well get a highlift, and once I do that, well an ARB bull bar makes sense, and what's the point of having that if you don't get a winch, and speaking of which, I wonder if a back-bumper winch might not be a bad idea, oh, and did I mention a roof basked with Hellas? Yeah, lots and lots of Hellas....
And we haven't even started on suspension and engine mods yet, but my ultimate would be a diesel poweplant, that would rule.