Todd,
I went truck shopping with a buddy this past weekend. He's in the market for a basic work truck (2WD, V6, only options he wants is air and auto). Chevy dealer said there's $3000 rebate plus another $1000 for models that have been on the lot for a "while". Having just bought an 05 SuperDuty Lariat, I was in reverse sticker shock. One Chevy he looked at the dealer was willing to sell it for $14,500.
He has no brand loyalty, actually, this will be his first P/U. I didn't steer him in any certain direction either (as far as I could tell). He narrowed down to the Ford and Chevy. He felt the Dodge to be overpriced.
Good Luck!