A decade or two ago Wranglers were the cheaper option compared to most pickups. They've been in decline for a while, unfortunately. They seem like fun vehicles.
comparing a jeep to other off road vehicles is not an equal comparison. sure there are other off road capable vehicles but the approach and departure angles, solid axles, disconnecting sway bar, etc.
a tacoma/colorado is not equivalent to a gladiator or wrangler.
I’d always thought of Jeep as an overpriced brand. There are cheaper off road vehicles available if you don’t care about the brand.