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Since Bob asked specifically about the Fortera TripleTred versus the Assurance TripleTred, let's look at those tires without all the conjecture and generalizations...
I'm guessing that you're looking at 235/65-17 since you have a Limited, and the Assurance doesn't seem to be available in 225/65-17. Both tires have identical speed and load ratings (104H). The Fortera has 1/32" more tread depth when new (12/32" versus 11/32"), and weighs one pound more than the assurance (34# versus 33#). This tells me that the Fortera, while it might have a carcass design that's more in line with 'truck' tires, isn't substantially beefier than the Assurance. The Fortera does seem to have some extra sidewall 'reinforcements' (actually they're mostly to keep you from tearing a sidewall on rocks or, more likely, curbs) and a deeper rim protector that more than likely account for the entire weight difference. The Fortera's biggest advantage is that it's actually rated as a winter tire- this means that it had to meet a real (not theoretical) performance standard in an ASTM-specified test. This can translate into a detriment in the real world, though, since it means (and you can see by looking at the tires) that the Fortera has a lot more siping that results in less stable tread blocks. The Assurance has an almost 25% higher UTQG wear rating (740 versus 600), so all things being equal, you should expect to see about 25% more life out of the Assurance. I'd expect the grip level to be pretty comparable, since the friction you lose with the harder compound in the Assurances would be offset by increased tread stability. That's really what this decision comes down to- do you run dedicated winter tires? ...or do you not care that much about winter driving? If so, you'd probably be happier with the smoother, quieter characteristics and longer life (not to mention the lower cost) of the Assurance. If you plan to run these tires year-round in South Dakota, I'd definitely pick the Forteras.
Now for my own personal opinion- I wouldn't run either of these tires, or any other directional tire, on a RAV4. In my experience, there's a real benefit to being able to do a cross-car rotation, and you can't do that with directional tires. I bought a matching Limited aluminum wheel, so I can do a five-tire rotation. The wheel has already paid for itself in the first set of replacement tires that I've run on the RAV4 due to spreading the tire life out over an extra tire.
If I put a bee in your bonnet with my rant against directional tires and you want to go looking for something else, don't sweat over what the marketing people want to call the tires. If two tires have similar load and speed ratings, UTQG wear rating, tread depth, and weight, they're most likely going to be comparable, regardless of whether they're called 'SUV tires' or 'Grand Touring' tires.