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I believe the infatuation here in the US with sport wagons is the fact that they've been a forbidden fruit for so long, only getting some of them sprinkled in sporadically - domestic and foreign.
In all honesty, I love the concept and think they're cool as shit but I would never buy one. It's meant to be sporty and practical but it's worse at both than it's counterparts, the sedan and the SUV. In other words, if a sport sedan is not practical enough for you, you might as well just get a performance SUV. And people do, and I doubt that this time it will be any different.
TL;DR
It's cool because it's different, and everyone wants one until there's actually one for sale - then no one buys one.
This is, of course, my opinion and I'm subject to being wrong more often than not...just ask my wife.
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