I'm not exactly sure what you mean on this post... ?
When the Tundra redesign occurred in 2007, it completely changed the playing field for 1/2 ton trucks. That was the first time a 1/2 ton came standard with 381hp/401tq (or anywhere close to it) and offered a standard 6-spd auto. It was much stronger (for that segment) as a towing vehicle due to that powertrain. It forced Ford to run to the drawing tables and phase out the fairly reliable but underpowered modular engines (4.6 & 5.4... And I had the 5.4 in my 04 F150, it was a dog)...
Since the Tundra's entry, look at the way that the big three changed their powertrains to compete.... And we're all better for it now as consumers.
I agree that most 1/2 ton truck owners don't use their trucks anywhere near their capacity.
Regarding sales numbers... I think it has much more to do with brand loyalty and xenophobia than any other factor. Many people can't even be objective enough to recognize that, for example, the Tundra is designed in Ann Arbor, Mi and built in Texas (formerly Indiana) with as many or more domestic parts content than the other trucks in the segment. I think Toyota's marketing department dropped the ball by not advertising that fact, instead of their overly gratuitous commercials (climbing a circulator ramp with fire shooting everywhere LOL) at the time.
Speaking of gratuitous advertising... This was a pretty eye opening wake up call for the 1/2 ton segment back in 2007 (assuming that the trucks were actually "comparatively equipped" as stated):
Tundra versus the Competition (full version) - YouTube