The main thesis of the article is that they cannot pay for it.
America badly needs a return to the much lighter S-10 and Ranger of the past, with a 4-banger and a small back seat. These behemoths with V8s are not necessary for most people, and neither is the level of temporary luxury they convey. Let's face it: after a couple years your shiny new truck is just as noteworthy as every other truck on the road, which is to say, most people don't care about it / aren't impressed by it anyway.