Why would someone choose a Jeep Wrangler for his (or very often her) daily driver?

The question has been bothering me for 30-some years—ever since a rattle bag of us Car and Driver scribes returned, wet and aching, from a Jeep jaunt in the Michigan woods and declared that the off-road enthusiast was the new sports-car aficionado. The CJ-7, we claimed, was the MGA, the TR3, the Austin-Healey 3000 of the 1970s. (Why someone would choose a British roadster for a daily driver is another question, one that quit bothering me in 1998 when carpenter ants got the last un-museumed Morgan Plus 4.)