My first guess would be related to storage and security. When I spent some time in Idaho, I hunted primarily out of a 69 CJ5. It was always short of storage and security of gear at the hunt site was always an issue. Then, it is difficult to haul a bloody animal in the rig. I have seen the picture of the 6 point bull elk in the back of the wrangler, but that isn't the most ideal way.
If you set up the Wrangler for storage and security, it is contrary to what works for hunting. Same with medium off roading. You want the vehicle open and airy, but if the weather closes in, then you need tight and warm. Not really compatible. So, open Jeep behind a comfy tow rig and you only have to sacrifice some mileage on the way. Probably not a lot there as the Jeep is a pretty small tow package.
I think we will see the new off road 4wheelers making a dent in that market. Sat in one Sunday that would make an ideal 2 person trail rider and would tow on a much smaller trailer than a Wrangler. And it was only about $18,000.