When your supply chain is long (all v's are made in Japan) it is a lot simpler to have 5 models than a bunch of custom options. Consider the permutations and combinations of 5 models plus options plus interior and exterior colors...I can't count that high. And then there are distributors who add items so that means all threes (for example) aren't bought equal even if they came from Japan equal. Yes, I too valued some option items over others and there were ones I didn't want for free.
Yeah - I understand the logistics of more options make it difficult, but this is the worst I've seen in that respect (except for specific niche's like PHV, etc.). Frankly, the more I look at the lack of options, the less I want a Toyota at all - any Toyota - as it's really jading me on the car buying experience.