Yes, I'm well aware of the definition. But it's the difference between denotation vs connotation of a term. And "polarizing" is often used as polite terminology in the marketing world to cover something potentially undesirable about a product...and Cherokee is definitely ugly. Most people that I know who've seen it literally said "eww". But once again, people aren't generally buying Jeeps for their looks... Polarizing can be used for a variety of different reasons, and what I've said is not meant to be a catch-all, but from experience it's how I've seen it used most often.