The only people driving F-150s around job sites are management with a stipend. Half ton trucks are a lot less capable then most people think, and are primarily targeted to the former of the two groups you mention
What do you think people are doing on job sites that a half-ton can't handle?
The point was, majority of the F-150's you see cruising around are used maybe once a year to pickup potted garden plants. People like the idea of having a truck, but do not actually need a truck.
That's who the Lightning is for, despite it's marketing for professionals, jobsites and the like.
It gets reported rather oddly. The headlines all say F150, but when you open the article it will say the F series pickup. The F series trucks include every model of pickup truck Ford makes F[1-6]50.