Off-road and 4x4 vehicles suffer from the same problem. Joe Blow buys a Jeep Wrangler, which even stock is a brutal ride on the highway. He spends tens of thousands of dollars making it "Rubicon Ready" but spends 99% of the time driving on paved streets. All that money spent for nothing, and for a harsh, noisy ride that is punishing.
Even AWD SUVs are somewhat over the top, particularly in places where it never snows. And in snow country, well, a good set of snow tires beats AWD with "all season radials" every time.