Here's an article in this morning's Washington Post about the danger of SUV rollover accidents (especially involving teens.) There's a gruesome picture of a Ford Explorer with its passenger compartment completely mashed in:
I've been lucky enough never to roll, but I've either directly seen or observed the aftermath of several CJ, YJ, and TJ rollovers, and in every case, the driver was fine, except for some minor bruising and scratches. Admittedly this was at low off-road speeds, but it was also over much nastier terrain than you find on the road (big, sharp boulders, 30+ degree inclines, etc.)
I see lots of folks shelling out thousands of dollars for gizmos like side curtain airbags, dynamic stability control, ABS, etc., in their expensive luxury SUVs. Wouldn't $600 worth of steel and welding work be a much better investment? I can't believe that the SUV manufacturers with the sterling safety records, such as Volvo and BMW, haven't put a simple roll bar in their passenger compartments.
Ok, sure, an interior roll bar would be a bit unsightly in your $40,000 luxury ego-feeding chariot. So wrap the damn thing in leather and wood paneling and call it an "elegant interior appointment."