As with so many things, they're just a bit behind the curve (said as someone on my 6th Subie).
The last time they tried, the market was full of compact pickups that did pickup better. Now, with just the Hyundai Santa Cruz and Ford Maverick, the market is ready for another option.
Of course, I may be biased since I'd be the first in line for a new BRAT. 😎