I think Toyota has always been about the money, even when they made the original FJ40, nothing wrong with that. Fortunately they have stood the test of time with quality reliable products that people want, so it seems their plan is still working. The FJ Cruiser is not an FJ 40 and if Toyota wants to continue to make money, that's a good thing, they don't need to make a "wrangler" to be successful.
Jeep has built their customer base and reputation on cheap, "rugged", 4wd, not on quality or engineering, so they have to continue to provide that same product or fail. So, the Wrangler continues, while they try to widen their product offerings so that if it dies or changes, their brand won't be doomed.
Toyota has built their reputation on well engineered, quality offerings which are appealing to a large group, thankfully they have niche vehicles that are frequently based on other successful platforms, which makes them financially feasible, these niche offerings also boost Toyota's appeal to motor enthusiasts from the affected "niche" and gives them more appeal to the average consumer.
The Fj Cruiser fits right in, using another platform they can offer a capable, reasonably priced "niche" vehicle which still has fairly wide appeal. Honestly, we should be glad they choose to make these, as they could spend equal time and energy in other "niches" and forget about us, but obviously the vehicle won't make everyone happy. I just think it's a mistake to say, that Toyota has made a mistake in building the FJ Cruiser. I believe it will be a complete success for Toyota, but only time will really tell.