I consider myself better off than average, and I don't have enough money to buy the toys that necessitate an F150 or larger truck. Just the nature of things that heavy, those toys are usually pretty expensive. You get raked over the coals for an F150 or larger to begin with. You BETTER need it. Or have inherited some money, because the money I work for ain't going towards it.
I'm looking at Ford Mavericks. I really just need the bed, at most. I've owned trucks and SUVs before, and prefer compact pickups over everything else. I could easily use a 5x8" flatbed trailer and gain extra space with a crossover SUV, which is the smart move for people that have the space for a trailer.
I'm lucky to even be buying a house, let alone a full frame pickup and a heavy trailer like a horse trailer. I'd rather pay off a mortgage. Without affordable compact pickups coming back, I wouldn't ever have one again. I was leaning towards small crossover SUVs and hatchbacks with a trailer.