This^^. I have always believed that there is a market ceiling for what most people will be willing to pay for a Wrangler. Part of the appeal of Wranglers, at least in my opinion, has always been that they are obtainable for a younger buyer who can then spend a little bit of money at a time to make it something special and unique to the buyer. The lower price point gets them in, and gets them to look past some of the Wrangler's quirks (e.g. minimal interior, slow, leaky, squeaky, etc.)
Once the purchase price climbs above $50k, I believe the market as a whole expects a completely different level of finish and road performance from their "SUV". I'm sorry, but the Wrangler just isn't there in terms of performance and comfort. We may not care as Wayalifers, but there might be a huge segment of the population who takes a pass on the idea of spending $50k+ on a box with removable doors and drain plugs.