Just helped (another) friend buy a new Rav4 today, and drove everything from the XSE to to Limited gas and XLE hybrid. Ended up leaving with an XLE Premium.
I won't go on and on, but three things:
1) I can't get over how solid and stiff this thing is. It feels like a totally different type and class of vehicle from the last Rav4. It's sort of hard to describe unless you've driven one, but the vehicle now feels so much more substantial and solid. Moreso than even the NXs I've driven. There is no body flex. Everything is ROCK SOLID - cornering, cruising, quick turns, acceleration, you name it.
2) After plenty of time in the driver's seat, I'm really not seeing the complaints about road noise as valid. If you step on it in dead silence, it's still not "loud."
3) XSE is kick ass with the 220hp hybrid setup... but not a fan of the blue interior stitching. The package itself though is awesome... this one was white with black interior. $36k MSRP but honestly... felt worth it.