JMO, but honestly, we're (referring to LC enthusiasts) the only ones that care about the LC in the US.
Despite their superb build quality and long/legendary history the only people that care about the LC and recognize it for what it is are enthusiasts, a handful of people that recognize Toyota quality/ reliability and military personnel that severed in the sandbox where every third vehicle is a LC or Hilux.
I think the general public just sees its as another big expense SUV. All that said, I totally agree. Toyota has done a terrible job of marketing the LC.