To my understanding, there are two main demographics:
* truck as tool (you and I)
* truck as identity statement & luxury good
Sadly, long-running vehicles don't fit the short-term stock price boost margins on luxury features seem to offer. As a result, we've moved past heated seats to focus on:
* ever-growing size
* tailgating accessories
* touch screens and voice assistants
However, even the target market for this seems to have its limits. I've seen a forum thread where people are asking what the point of Alexa is[1] if it doesn't integrate with anything. If you look at the "Similar threads" section at the bottom, there are plenty more Alexa sync issues.
Maybe people will get fed up eventually?
[1]: https://www.f150lightningforum.com/forum/threads/is-alexa-us...