I agree that AWD should not be offered on every car, but to me, the Soul looks like it could be a very sensible urban utility vehicle. It's boxy which gives it a very decent cargo and relatively high off the ground, etc. An AWD option (on higher trims eventually) would round up the package for those living in urban areas (e.g. Toronto) where the side streets get plowed days after the snow storms. I do not associate the 4WD with off-roading.
I'm not saying that the 4WD should be a must on the Soul, but a nice to have option. The telescopic steering wheel and 5AT should be a must in my opinion on any newly designed car, regardless of class.