Better value? The RAV4 offers more cargo/rear leg room, way better MPG, wireless charging, panoramic sun roof, drive mode selector, better resale and likely better long-term reliability. And who really uses the factory NAV anyway? That's supposed to be an advantage?
Mazda's advantages are better looks, better driving dynamics and more power. Things which are low priority for most families.
Personally I think the value on both is about the same, just depends on what your needs are. And the reality is people are going to value the RAV4's advantages over the Mazda. The RAV4 Hybrid gets insane MPG and puts the diesel CX-5 to shame.
I personally like the rugged look of the RAV4, but Iv'e watched the reviews on it and see a lot of complaints regarding the buzzy engine noise and the fact that you really need to step on it for it to get going, but I doubt most families care about that.
I'd personally get the CX-5 Sig but if I had a wife and kids I'd probably get a RAV4 or Forester.