See for me its romanticism and a lifestyle choice. Its like cigars, wine, and traveling the world. I have always seen 'rovers as THE "exploration vehicle".
I grew up with my father who raced jeeps and had me drive parts of the rubicon trail at age 11. But I saw jeeps everywhere... it was a rare day to see a 'rover.
It took several years to afford my first one. I did good in the dot-bomb era and was able to buy it with cash. Driving off the lot with my brand new 2000 D2 was an amazing feeling. I remember sitting in the lounge with the different sales people talking about their experiences. One of the told me that Land Rover claimed that it was "first car seen by 60 percent of the developing world's population"... I looked around the room and felt like I was at the explorers lodge... Yes its a sales technique, but there is some truth there.
Just this past few weeks I was on my annual (25 years now) guys camping trip we were taking some kayaks up to a lake via an 4WD-only road and stumbled across a stuck jeep. 5 guys in the disco jumped out we pulled the jeep out of the rut (he high centered it...). He was surprised even after we pulled him out that we would take a "luxury" car offroading. I just said "thats what its built for" and we smiled and headed off... windows rolled up and a/c going...
I cant wait to start converting it to more of an expedition vehicle (my local shop it looking forward to it as well I am sure... lol)