Small crossovers (CUVs) like the RAV4 are literally hatchbacks that are lifted. How does this beat a hatchback in any way? An equivalent volume hatchback has all of the exact same utility, and has better driving dynamics and is safer due to a lower center of gravity.

The main reason people like driving crossovers is that it raises their seating and viewing height relative to other vehicles on the road because we're in one of the dumbest arms races ever with vehicle height, where anybody who buys a sensible car loses.