Yeah, the 37k sticker on the R seems high but...
15,550 - New R3R
1650 - Wilbers 642s
About 6000 - carp 265 head and cams
2000 ( when I bought it, less now) - CES pipes
About 5000 - PC-V + AT + Quick shifter + POD -300, Ti bolts/ Alu bolts and Tune boy, Injectors + Powder coat work, Headlights, bars, mirrors, Flyscreen, mount kit, ozclaw, belly pan, crash bars, Healtech shift light, carbon fender, keyless start etc etc
Getting the Rocket where I feel it needed to be wasn't exactly cheap either, and that leaves out probably 2k in random stuff I'm forgetting.
When you consider your getting top shelf suspension, electronics, brakes, and carbon body work, plus fully adjustable heli bars and BST wheels the R price suddenly makes sense, as there is precious little left to do to it.