That and they're heavily marketed towards their target demographic now instead of being meant for work. It's like a designer handbag for men, except that handbags actually appreciate in value.
It's frustrating as I wouldn't mind a small cheap truck. They don't like making that anymore though....mostly just $70k-$100k monstrosities. There are exceptions, but nothing like the Chevy S-10 or Ford Rangers of old. A modern Ford Ranger is the size of the old F-150s.