I think there are more people cross shopping JTs and wranglers than there are cross shopping gladiators and tacomas.. I went from a 2 dr JK to a gladiator because I needed extra room for kids and dogs but wouldn't give up going doorless/topless.Pickup trucks always retail for less than SUVs. Just take a look at Ford, Chevy or Toyota: their pickups are all priced below their SUVs.
Interestingly, FCA launched JT with a $3,000 premium over a comparably equipped JL. But over the past year, FCA kept jacking up JL prices every couple months, while it placed JT on Employee Pricing. Now, FCA prices JT below JL, just like every other automaker.
The bottom line is this: consumers overall, perceive Gladiator to have more direct competition than Wrangler.
Of course that may all change the day Bronco finally comes out...circa 2035 at this rate.