Yea, it seems like the whole off-road community has been drooling over the bronco as a possible jeep alternative. They seem to have finally figured out that there are some wide open markets out there.
Thus, most people tolerate Wranglers because A) they enjoy it, B) they like the image driving one projects. It's really not any different from a Dodge Viper, it's a terrible car that people drive mainly for image, or because melted shoe soles and burned legs are worth it for the fun.
So what happens is, Toyota/Ford/Chevy/Suzuki make a "better" competitor. But hardly anyone buys it because it's a terrible daily driver, and it doesn't have the image of a Wrangler for people to overlook it.
Even Jeep sells mostly comfy SUVs.