Y'all are missing the essential factor here. It has little to do with fuel efficiency or environmental issues or even Jeep's market domination. The fact is - and this has been demonstrated by much market research, available online - that pickup trucks have replaced full-framed SUV's as vehicles of choice because they are more flexible. With relatively recent additions like crew cabs, coil front suspensions, steering improvements, interior features, etc., trucks can commute, haul, tow, and go off road - leaving the full-frame SUV market as a narrow specialty, dominated by Jeep.
If I could only buy one vehicle, which of my five would it be? The sensible yet fun answer is obvious: my crew cab 4x4 pickup truck, which easily has the best all-around capability - and gets better mileage than two of my SUVs. Truck manufacturers are aware of the issue and have been redesigning their vehicles specifically for the multipurpose markets for ten years. It's paid off. The off road market isn't dead. It's changing.