The problem is that the term "off road" is subjective. On here, to many, it is true off roading; crawling over rocks, hauling around the desert, crossing streams, and going through mud pits etc... Stuff where one would want and possibly need a winch, skid plates, lockers, lift, etc.
In my case (and I would say many others as well) don't require that level, true "off road" is a niche market.
"Off road" in my case 4wd is to be able to get out of the beach sand (or yank someone out of the beach sand) or when I do down unimproved dirt roads after it rains. I need higher ground clearance than a car, but not a lift. More durable tires than a street car.
Everytime a car marker starts doing the "off road" comment, I get nervous. They are going to turn off the daily driver crowd, but it will never be as good as what the true "off road" crowd wants.
I see very few FJ's around here FWIW, they couldn't give them away when they came out.