I think nowadays there is about a 50/50 split of people who expect too much out of a pickup and those who expect too little. What I mean by this is there is the whole 'my diesel pickup is a big rig' crowd who thinks its ok to pull 20K with a pickup, and also those who think they need a 1-ton truck to pull a small camper or boat trailer. It doesn't seem to me there are too many people left that buy a pickup, use it to its full-ability (but not over) and are happy with what they have.
I have an '88 F-250 4x4 with a fuel injected 460, ZF5pd, D50 front/10.25" rear, 3.55 LS and it tows great for what it was intended. Its got 230K on the ticker and still runs great, still gets 13mpg at 55mph on the highway.
Back in '88 it was a top of the line 3/4ton tow rig, and people were well pleased with trucks like this including big-block Chevys and Dodges. I regularly tow up to 10-12K with it, haul a pallet load of fertilizer or cement, load of firewood, 60-70 bales of hay, etc in the bed. IMO this is about as much as any pickup should tow or haul regardless of what they rate them at nowadays. If I need to haul more I use our '75 Chevy C-60.