People cross-shop vehicles regardless of class, size, MPG, drivetrain, etc. Fairness really has no meaning here when it comes to demands and desire of the buyer.
It doesn't really matter in the end since the person buying any vehicle will have to deal with compromises and benefits of the vehicle(s) they decide upon. The Subaru Forester has its benefits and consequences as does the Hyundai Sante Fe. Let ignorant and inpatient people continue to be ignorant and inpatient. Learning the hard way seems to be just as rewarding as learning the easy way for people these days.
They can certainly take the hit if they want to trade in or they can stay satisfied with their initial choice.
The Hyundai Sante Fe isn't as off-road friendly as the current Subaru Forester though given the front lip for the Sante Fe. The Forester has better a departure angle. Same ground clearance (from measurements off the Internet) for both base models but the XT has .2 inches more. Not sure if that matters to most people given the slight difference.
The Subaru Forester is lighter and faster though by a lot. So either you want luxury and don't mind performance (Hyundai Sante Fe) or you want performance and don't mind not having luxury (Subaru Forester). At least, until we see the redesigned Subaru Forester, that's how it does against the redesigned Sante Fe.