To each their own is dead on... What's funny to me about the spoilers on the sedan is that going to a place like nasioc will show that many of the owners are swapping with each other so they can get the trunk and spoiler from the opposite car. WRX owners often want the STI spoiler and STI owners want the lower profile of the WRX trunk line.
Maybe it's an age-money issue? Younger drivers, less money, more look-at-me... Older drivers, more money, less rally-on-road?
Regarding the new generation and distancing the WRX/STI.
They need to do more than just name it differently. The look of the car is what will do it (if anything). We already have a huge distinction between the regular 2.5i and the WRX in both appearance and performance. Changing the name is really insignificant. I'd say the most important thing they can do is make sure we never look at the regular 2.0 of the new generation and then see a WRX and think they look awfully similar.
IMO, they really nailed it with the distinction on my generation.
Compared to the car I posted above... I don't think you make much more of a distinct difference. In fact, I wouldn't be surprised if the new generation has less distinction between the two in appearance.
One of the troubles with a WRX is that they are generally ugly and don't photo well without a professional bringing out the highlights. I'm definitely going to need to see a new generation WRX on the road before I can make any real judgement of its appearance, as for the driving...

The day I see one at my local dealer I'm stopping in for a walk-around and maybe a test drive. 👍