I can certainly see its functionality for a Rancher, and I know plenty of Ranchers on the high plains that utilize the hell out of Raptors for farm and ranch trucks.
I also like how it follows the contours and 'flow' of the front end, unlike the ranch hand bumpers for F150s that block turn signal bulbs and just shoot straight up the front of the truck instead of curing back with the slope of the grille.