I think the emission standards are dumb, but this narrative around customer choice is really getting distorted in weird ways. The bottom line is that people in the US want to drive pickups. Maybe for good reasons, maybe for bad reasons, but they go out of their way to do this. And the average pickup is probably shrinking right now, not growing - for example, there are fewer and fewer models with 8" beds, and 5.5" is the new standard (instead of 6").
Yes, a newspaper can always post a photo of a lifted 2024 RAM 3500 next to a 1975 Chevy C10 pickup to get some internet outrage points, but if you post an apples-to-apples comparison, the changes aren't really all that dramatic.