It's also good branding, that's how people have come to call things by that and not what it actually is. Like photocopies, they used to be called xerox "go xerox it", but decades later people get it, who calls it a xerox these days? Same thing happening here. People now know what a crossover is, what a CUV is, etc. Even if they don't know it as a "crossover" the idea is it isn't a Jeep like they used to call it back in the day.