I think factors include:
Gov't Incentives. Current gov't incentives make the economics of owning an EV compelling enough for people to give it a consideration. Seriously, without tax savings, I probably wouldn't have bought any EV let alone the RAV4 (since the lease costs for competitors bake in the tax savings).
Cost of fuel: How long is a potential buyer's commute/daily travel? The more driving is involved, the greater the cost benefit goes to the EV. This is compounded by the relative volatility of gas prices. Then again, my wife commutes 2 miles roundtrip a day. Even though starting up an ICE for just 2 miles is just terribly inefficient, an EV still probably wouldn't be as economically beneficial for her. So, we're keeping a ICE car for range. Perhaps we'll get a hybrid next time around.
With regards to charge time failures, ECU gateway failures, battery degradation, etc... I see those as unique problems to the RAV4, but every car is going to have some issues like these. Hopefully, they are not design flaws and are correctable as a solution is thoroughly tested. The problem for us RAV4EV owners is that there are so few of us, I wonder if Toyota and/or Tesla sees it worth their business to do anything about it. That said, I'd rather deal with these problems than deal with broken transmissions, water pumps, O2 sensors, catalytic converters, and all those other oily things that are needed to make an ICE car go boom. The Toyota finance cash definitely put the RAV to the front of the line for me and without it, I probably would have gotten a Leaf, Focus Electric, or Fit EV. The way I see it, it's like buying a RAV4 V6 with high end trim, but never having to pay for gas or perform ICE maintenance again. Time will tell how much EV/systems maintenance will cost us and the EV failure notifications have not been too promising. I hope there is a warranty extension for those problems.
I mean, these are all current financial reasons we already know why buying an EV is awesome! I will probably buy another EV once I give this car to my daughter one day. I cherish the day that my children can grow up and never need to pump a drop of oil.