I like it. I think it's a more appropriate truck for most people.
There's plenty of people who don't tow much. And for them a pickup is a lifestyle vehicle. Camping and hauling lumber from Home Depot. Having an option for a cheaper and more fuel efficient helps. And Ford is pitching it more as an urban/suburban truck.
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It's also a great truck for a lot of tradesmen who just need a bed for space. It's a lot closer to the actual definition of a half-ton than what an F150 is these days.