Very true. Fiat Chrysler knows that in order to stay relevant though, they had to make the Wrangler appeal to a much broader audience. If they were still selling TJs to this day and they remained entirely unchanged, they wouldn't sell enough of them to make big profits. The introduction of the 4 door and all the creature comforts was a smashing success for them, because it gave the Wrangler the appeal of an SUV, which ultimately helped to propel them to massive sales (take notice of how many 4 door Wranglers you see versus 2 doors).
But along with that comes bigger Wranglers, more electronics, higher prices, etc.
It's a damn shame, but from a business / profit standpoint, I get why they did what they did. The audience who wants a cool looking SUV is far larger than the guys like you and I who want a small, nimble, simple off-road vehicle.