I drove a Highlander from SW WV up to northern Ohio today for work (it is a pool vehicle). I had a little over 500 miles all told.
Imagine you are the mother of two. You get 10 solid days of snow per winter. The kids are getting older to where they like to bring friends when you go to a ball game on the weekend. You want a midsize SUV with good gas mileage, 4WD, and lots of space. I would think it is fair to say that this is a pretty common consumer... much more common than the consumer that wants to load his SUV up with camping equipment, a few coolers, and hit some backcountry for a night under the stars after pinstriping his $36k SUV. Agreed?
When you show up to the Toyota dealership, you have the 4Runner and the Highlander as options. For consumer A, the Highlander is far and away the better vehicle. It has better road manners, lower step-in height (I was doing a 4Runner/Highlander comparison for my brother-in-law today who is the proud pappa of twins as of a few weeks ago), and generally just a much more family friendly passenger space setup (3rd row is easy to get in and out of, 2nd row captains' chairs, etc). I'd wager to guess that I averaged over 25mpg on the drive where my 4Runner is around 23mpg on a similar route. Consumer Reports is looking out for Consumer A. Their road test does mention the 4Runner offroading chops, but that isn't their criteria for a "good car". We're a special (maybe in the derpy way, for those of us that offroad brand new vehicles, haha) breed. We shouldn't expect CR to see the value that we do.