All this info is valuable in making a decision. Thanks.
I think aftermarket accessories would be much cheaper than buying from Toyota.
Not sure about a factory installed sound system. I think aftermarket speakers. would probably sound better and be cheaper than factory installed. More speaker choices as well.
Oops. Just re-read your original post and you asked if we thought the options were worth it.
The JBL radio? Definitely worth it. Even comes with a sub-woofer. Not the window vibrating kind that "thump, thump, thumps" as the car goes down the street. However the overall sound quality is every bit as good as my Mark Levinson audio system in my Lexus. Only thing I don't like is that it does not seem to carry over my speaker settings from mode to mode, (i.e., balanced to the right and rear, tweeter down two 'clicks' and base up two 'clicks').
Technology package? I'm mixed on that. It's kinda expensive, but I can see where it will easily save me that amount by being warned about a possible collision about to happen. I'll think of it as 'insurance'.
Carpet mats? To me, not worth it. But that is only because I wanted the rubber mats. It's gonna rain a lot this winter/spring in SoCal. In fact, on Saturday, the day after I put the mats in, it did indeed rain. (Well, maybe just spit for a few minutes.) My Lexus came with rubber floor mats and I thought, "Huh, in a Lexus? How cheezy.", at first. But I've really come to like how they protect the carpet. Easy enough to clean.
Door sill applique? Not worth it. Then again, it was only $65. If I had a do-over, I'd delete, purchase them off Amazon and install them myself. They are just stickies. It's just bling and not large enough to really protect the paint from shoe scuffs.
Roof rack cross bars? Worth it, to me. I use them, (kayak, bikes, etc.) If they didn't already come with the car, I'd get a set off Amazon or eBay for about 1/3 to 1/2 the dealer price. They are simple to install and remove. The longitudinal rails are pretty much worthless without cross bars.
Trailer hitch? This is a personal decision. I will no longer be able to haul my Vespa around on the hitch carrier because the car/hitch only has a 150 pound tongue weight. I'd have to get a small trailer instead. I got the hitch mostly for by the bike rack.
AWD? Definitely worth it! That was my primary 'option' and I would not have purchased a RAV4 if it were only available in FWD. There are not many AWDs in SoCal, so my options in color were quite limited. I'll be retiring next August and will be moving to a northern Rocky Mountain region where AWD is necessary in the winter.
The other options that came as part of the Limited trim package? Mixed. There is a substantial premium going from the XLE to a Limited. Of all the 'upgrades' when going to a Limited, there were enough that paying the few thou extra was worth it. Some of the stuff I really don't care about, and some are downright disadvantages, such as 18" wheels, which result in better handling but a car that rides like a brick. Overall, going with the Limited was worth it, to me.