Right. "You aiyunt no real mayun if you ain't got a brodozer like ur neighbor, Todd - who has a crappy truck from our competitor, anyways". It seems to work, the sportsball people with desk jobs love them (they get exposed to a lot of ads).

(I'm not against pickup trucks when actually needed, but most of the time an enclosed van is better for the trades - and when heavy lifting is needed, it's better to bring in actual big trucks. For all other times, Home Depot rents them by the hour).