Well, it looks a bit wider then a TJ. It might even be longer to keep everything proportional. The doors, windsheild and top are really different then the TJ.
Like they mention, the skidplate is much flatter then before. I'm guessing the one pictures is a Rubicon or a Sport. The other one (which happens to be white) looks like a SE with the smaller GY AT's and the side step.
I don't know why they even bother to drive it around with a bang over it. It say's "Look At Me!" more so then if it was uncovered. I'm sure most people wouldn't even think twice about what it is if they saw it uncovered. It not like anyone's going to steal their idea that late in the game anyway.