Thinking much much of the cause was gravity... Followed by momentum.... I say those not to sound facetious. The center of gravity was high, due to the build of the lift kit, and tire size, as well as possible loading of the jeep cargo. Then the momentum of the climb, and the pogo bounce of the rock face.
IMO and not to arm chair QB, just the physics of it... The tires did not look aired down - the lift kit looked like it actually shortened the wheel base more than it was before in the rear - high likelihood of being rear loaded. A little too much gas got under the center of gravity, and even the slight roll back was not fast enough to get back out from the moving center of gravity. Once the center of gravity is on the wrong side of the rigs rear wheels, not much you can do, and not likely fast enough. Before this driver realized he was pitched back more than the rock, was way too late. All of this is physics, only a very small percentage on the drivers actions at the moment. (While the build and loading of the jeep on the driver - but long before the incident)
While if he might have had a chicken strap, the driver would still be dependent for someone to be fast enough on it. By chicken strap, I mean a long recovery strap run through rings on another rig up ahead. (Not just some dudes trying to hold it down - Dangerous!) No glory in that is there??? Even if the other guys rig is not dragging you up - it looks like it though...
Anyway - There is a lot to be said for staying low, and even with the smaller tire approach. Some big rock crawlers will even drag a winch line under the front axle to limit rebound of the front end, and even suck it down - for all the reasons this happened.
