My advice: ditch the 17" (you might be able to sell them to the bling crowd to defrey the cost of new tires/wheels) and go scouting eBay or local boards for "Rubicon Moab" pulls. You can find these anywhere from $500 - $1000 for all five, depending on your luck. Anything more than $850 and you're paying a bit above average.
Rock rails -- you have a few choices I know about:
BoulderBars, CRS rock rails, or Rock Lizard rails (for sale?)
Lifts -- there are some choices: Rusty's and Frankenlift seem to be popular. I have part Rusty part Franken, so it's really really franken
Invest some money in skid plates. The OEM ones are adequate, but there are heavy-duty alternatives. I use OEM skids and they're fine, except I don't have transmission protection. So, go real easy over big rocks.