That's part of it, but not all: it depends on the buyer. People buying big trucks as a fashion statement are definitely doing it for this reason, but there's people who genuinely need trucks, and they're all bitching and complaining about 1) trucks costing $50k-100k because they're basically luxury vehicles and they don't make cheap, utilitarian versions any more, and also because all those fashion-statement buyers have driven up demand, and 2) that there aren't any small pickups available now, since many of them need a truck, but not a big truck. Some people have even taken to importing 25+ year old Japanese "kei" trucks (very very small utility trucks used in Japan) as "historic" vehicles and using those, but it seems some states are now trying to clamp down on this.