Anecdotally, there are definitely buyers in the US that don't want hybrid. I'm not one of those people, but I know a lot of them that are convinced that the battery is going to bankrupt them while conveniently forgetting that engines and transmissions are also common failure modes and are a much bigger pain to replace than popping a battery out from underneath the back seat. But I think that's definitely part of the equation of why the T24A non-hybrid is offered in Highlander, RX, NX, TX, and Grand Highlander.
I'm not surprised that the A25A hybrid drivetrain is cheaper than the T24A non-hybrid. The transaxle is way simpler from a manpower to build perspective; the stators are all automated manufacturing. There's no transfer case. There's no prop shaft or differential. I'd be surprised if the T24A hybrid is 10% cheaper than the T24A non-hybrid, though. It still requires a clutch/disc style transaxle and the relatively large front motor. They also seem to be coming with pretty powerful rear motors and of course the hybrid battery.