The other thing is that people like comfortable cars that are easy to drive. Up until the long/low/wide era of the late 1950s, most cars had high roofs. easy cargo spaces, high hip points and chair-like seating, all of which was sacrificed on the altar of styling.
SUVs brought us back to the easy-to-own, easy-to-drive vehicles of that era, at the expense of being unpleasant to drive compared to cars. That's where crossovers come in: they're cars with that tall roof and hip point, but without the body-on-frame construction of truck-based SUV that gets you bad handling, worse ride and terrible fuel economy.
And yes, it's true that crossovers were yet another way to boost margin, but they're also better in almost every way than the low-roof cars that came before them, and consumer-oriented design counts for a lot.