I forget who posted it, but with all of these HP battles, who is actually winning the longevity/cost of ownership? A truck that gets 3 or 4 mpg but tows a cruise ship is of no use to any of us. A truck that costs $100k+ is of no use to most of us for daily use (i'm sure someone could justify it though). I would certainly like a good running truck with decent unloaded mileage (20-25 would be excellent), that doesn't need a laptop to diagnose and I can actually work on it and identify components under the hood with a diesel engine. At some point there is going to be a split between people who use trucks as a grocery getter/family toter/camper toter and those who use them to make a living/run a business.
I posted this before, but it really makes you wonder how anyone got by with a regular cab pick up back in the day. If we believed all of these "Heavy Duty" (none of these trucks are heavy duty) truck ads, you have to have the most/newest/fanciest to get any work done.