Been following this thread as close friend is looking at new 1/2 ton and we went and drove the f150 eco with 3.21 gears today. All I can say is WOW. Really liked every thing about it. From what I can tell its the real deal. If this truck pulls like it ran empty will be good truck. He going in Saturday to finalize deal he is ordering one with eco boost 3.73 elocker max towhaul package rear camera 4x4 xlt. Anything you guys can think of he should order. He has 3500 lbs landscape trailer small boat and 30 foot camper with max of weight of 7500lbs. Seems like this will be a good fit for him even though he has only ever owned chevy's.
From the reviews from new owners, it will tow that weight like nothing's back there. The Max tow also comes with the brake controller and tow mirrors as part of the package. I've heard the new cameras are not as clear as the last models so he should check one to be sure he's happy with that first, especially in darker conditions. That truck will run like a beast and ride quiet and smooth.
Everything I've read on the Ford factory spray in liners is ok, but not as good as aftermarket. Especially if it needs touch up work down the road. And if it gets the factory spray liner it has to come from the KC plant and will likely delay the order. If it were me I would get it done locally by Line-X or similar as soon as the truck was delivered.