If someone has a travel trailer that they pull three or four times a year, they could have a pickup truck that needs to seat five people comfortably and 99% of the time it's far more than what they need, but that other 1% you can't replace it with much of anything else.
I'm quite happy to have people spend the money to buy nice trucks and baby them so that I can buy them two or three owners down the road and still end up with a decent vehicle to drive

That's the story of my wife's SUV, somebody bought it used it for trips, sold it to their kids who ran it for a few years and then replaced it with a new one and sold it to us.
The other big market for pickups is people who want something like a high-end Suburban or Yukon, but don't want to pay the extra $15,000 to $25,000 more for that over a pickup truck of the same trim class. A relative of mine has a very nice GMC pickup because when they went to replace their Yukon XL it was over $80,000 for a new one versus $55,000 or $60,000 for a similar trim level pickup truck.
Aaron Z