That's a truck only if you consider a Subaru Baja a truck. If you want a real crack at the F-150's market share, it has to be usable for work. If you can't put a stack of plywood or drywall in the back and still have room for tools and a ladder, it's useless as a work truck. Will this thing even accept a ladder rack? Has a single person on the design team ever spent a single day working a blue collar job that requires a truck?