This is exactly the point. They are a business, their goal is to make money and they feel there are plenty of people who are willing to pay their price for a Wrangler with a bed. How would soccer moms take their kids to practice in a two door truck? FCA already has a truck for actual truck use, the Ram although it too is getting "plump".
As I posted in the previous thread:
From back in January 2018: https://www.hotcars.com/jeep-pickup-price-expensive/
Speaking at the Detroit Auto Show on a wide range of topics, Fiat Chrysler CEO Sergio Marchionne (now deceased) eventually turned his ramblings toward Jeep’s upcoming light truck. According to Driver, he said that Jeep will take a similar approach to the new truck as it took with the Jeep Renegade, marketing it as a “lifestyle vehicle.” However, unlike the Renegade, the new pickup will be sold at a premium price well above similarly sized trucks like the Chevy Colorado and the new Ford Ranger—two trucks that Marchionne says won’t be competing with the new Jeep.