A tremendous portion of the truck market are people who live in urban to suburban areas and need to move things. For that audience, the ability to fit a 4x8' plywood sheet easily puts this ahead of a surprising number of conventional trucks on utility. The 2k lbs payload on the 2WD drive model is more than a Tacoma and some configurations of the F150, for example, popular models that also don't fit a 4x8 sheet without strapping it down over the cab or another awkward technique. It also lists a towing cap of 6,600 which is competitive with many production pickups.
There's a divide in needs between off-roading and moving things around, and this seems oriented in the moving things around direction. I can easily see it working for a landscaper in a suburban environment, for example, where the driving miles per day are really not that high and 6,600 is plenty for a typical landscaper's trailer.
From everything I've seen, true off-roading applications are a pretty small portion of the overall truck market, and one that many popular trucks right now are also poorly optimized for (popular 2WD configurations, middling clearances, etc).