One of the things that’s changed is that a lot of bikes are getting longer anyway. So whereas 5 years ago packaging 29er wheels was a problem and would often lead to the bike being stretched, these days it’s more practical to just make the bike the length you want it to be, meaning packaging the wheels and suspension is simpler.
Likewise trends on chainstay length- after years of trying to make 29ers as 26ey as possible now manufacturers are more comfortable letting them be the right length.
My 29er’s pretty bloody big, it’s a medium the size of some XLs, and literally inches longer than my old medium. Not because it’s a 29er, but because it’s a beast. And if I was to go back to small wheels now i’d want it to be every bit as big.
(and back to the original question, it’s not just overall length that changes how it fits in the car- wide bars and big wheels mean it’s harder to pack it in too, since even with the wheel turned it’s still bulkier)