Can't say I blame them. I'd shudder at the thought of regularly using my ute - which is only about 200mm longer than a CX9 - on school / supermarket runs.
NZ supermarket car parks are too short, too narrow, and the rows spaced too close together for easy use in the ute. Not sure if they're shrinking or not. We've also had an MX5 for about 20 years, and when driving in traffic that seems to have gotten considerably smaller over the years, and it's become very much easier to lose in supermarket parking lots.