I don't think the issue is the cost of gas, it's more that these things have like a 21 gallon tank, so range could be an issue for some. Not me, but I can see that making people grumpy.
EXACTLY! Driving an overlander that does ~13MPG (on asphalt) isn't as much an issue of fuel costs as it is range on a ~20 gallon tank. Mine is only 16 gallons so, two fuel cans minimum for me.