Ford made this move like 2 years ago.
Just a matter of time when more brands start doing the same.
It really has little to do with the way these cars look. Money in North America are just simply going into bigger vehicles. Even if these vehicles were better looking (which is subjective), people will prioritize practicality. And a crossover or SUV offers more. They have performance SUV's, so people can enjoy going fast even if they want a utility vehicle.
Maybe just a matter of time before Honda can start slapping the "SI" and "Type R" badge on Crossovers and SUV's.