The new trucks do get much better MPG then they did a few years ago. They also have way more HP then they did in the 70's and 80's.
Oh, I'm very much aware they have better mileage and horsepower. That's their saving grace.
It still doesn't negate the fact they're trying to make a 1/2 ton pickup look like a semi tractor with a box out back in lieu of a 5th wheel.
I thought my '60 Apache 20 was a big pickup...
I remember the rumors of Ford's replacement for the Ranger series a couple years back, they were going to call it an F-100. It was supposed to be a stripped-down, base model F-150.
Looks like that fell by the wayside, too.