I agree the Ineos looks cooler, I think it's hands down the best looking produced vehicle in the US right now. Uniqueness is kind of just based on what sells better isn't it? Its style is basically ripped from the Defender, not sure that lends to uniqueness. The Trailmaster is more capable than any model you can get of the GX, but again, you're paying $10k more for it than the GX Overtrail for a solid front axle and front locker basically. The customizability is nice but overstated imo, that's pretty common now on overlanding targeted vehicles. I've gone through the customization for both of these and the main differences are that the Ineos offers safari roof windows, a factory winch, and a factory snorkel.