or they expect to build a market out of people who don't currently own a truck.
There is a ton of people on the coasts who look down at using a truck as a DD since they get bad mileage compared to a car. Any review of a truck on Jalopnik will fall in this category. "Yes it can haul a couch, but do you really NEED.... blah blah blah while getting 15 MPG?" Those types would jump at the chance to have a full size truck and all the utility it provides while still being able to appear "green" to their leftist friends and appease their own leftist brain.