For many of them, I think 'crossover' is a better description. Most are geared to passenger comfort and grocery gettin', not really tow machines. And for those of us that remember, most do look like the venerable station wagon of old, only sexier. It is all about marketing.
That said, we traded our 2018 Camry for a 2019 Highlander. Was tired of driving a car I had to fall into then climb out of, the seats were absolute torture, and the 8 speed tranny behind that 4 cylinder was an absolute irritation, constantly shifting. The Highlander? Absolute delight to drive, comfortable, and I'll be able to haul the Christmas tree home from Home Depot in a couple weeks.