Lifestyle sells.
I drive a wagon. Of course wagon owners talk about the utility. And yet, you can buy a wagon with a twin-turbo V8 engine. What's the "sportwagon" segment all about? Certainly not going to Home Depot to buy four toilets for the new house, it's about putting your $15,000 Cannondale Black Ink MTB on the roof and swanking up to the trailhead.
It's about drag racing on the way to your Jiu-Jitsu club with the baby seats in the back. And still being able to fit that new vanity from Home Depot in on your way back home!
The brain is a confabulation/justification engine.
In reality ideal utility is likely found in the shape of a 2008 Toyota Camry and a U-Haul truck rental when necessary.
I drive a wagon, among other vehicles. I live in a "tech area" of the country.
Last weekend I hauled ~700lb of rebar on the roof (because they come in 20ft sticks so the wagon is the best choice). The number of dirty looks I got was off the charts. The same exact demographics that are in here shitting on pickups were judging me for not using one. Good thing I don't give a shit what anyone else thinks.