A 1/2 ton diesel, as I imagine it, would be for those who put a lot of miles on a 1/2 ton truck and need decent fuel mileage, good drive-ability and reasonable capacity. I fit into this crowd. I bet there are plenty of others as well, based on the multitude of 1/2 tons I see on the road everyday with tonnue covers and GPS.
With 135K miles on my 2004 GMC 1/2 ton, I put plenty of miles on, mostly traveling within New England for personal and work uses. I don't carry heavy loads or often tow, but often need a truck bed for hand tools, samples and such. A great deal of the miles are highway, but some job sites require 4x4. The power of my V8 is more than enough for all occasions. The one issue I have is that mileage is only OK. I could downgrade to a light SUV, but it wouldn't really increase mileage substainially. I avergae about 18 mpg now. With some mods I may be able to increase that, but could not expect more than 21 or 22 mpg. A diesel that could attain 30 mpg on the highway would be perfect for me.
They should not be considered replacements for heavier trucks, but more efficient 1/2 ton trucks.