Subaru's recent changes have accented a "plush" ride that is better than some luxury vehicles' ride. For those who drive in snow country areas, pot holes and resulting very rough roads play a big part in their choice of vehicle. Mazda has realized that in order to be considered upscale and benefit from attributes associated with more expensive vehicles, it had to soften the ride and quiet the interior to go along with cosmetic improvements.
Lol I hate how my buddies outback rides! Feels like old school Buick to me