I use Masercraft Sportsman seats with the adjustable lumbar...quite simply one of the best investements I've made with my EB. I can literally drive all day and aside from being wind buffeted, wet, half-deaf, etc, my butt and back are great. My old stockers were painful after about 2 hours.
The Sportsman is essentially the same as the Rubicon (I believe...or the PreRun) but with 10 degrees more rake so it doesn't feel like you're kissing the windshield. They're not cheap at about $350 each, but PRP makes similar products and they were going to be my second choice.