Insightful answer Going to jump into the philosophical weeds here - "Only in the last 15 or so years have the general population embraced the pick-up as an every day driver." There is no point in pandering to the perception of the general population re: trucks; these people buy the "work ethic" image of trucks. Ford needs to stay true to the people who actually created this image. There is a not so fine line between making life easier for the actual craftsmen, and devaluing the pioneering, homesteader emotional attachment to the idea of "truck" that sells these to the general public. My message: do not debase the image!