And they're expensive status symbols at that. I don't own a pickup anymore but I've had a few and the total cost of ownership is quite a bit higher than for a relatively nice but economical passenger car.

Especially in the south, but not limited to, you see a lot of new Z71's and Raptors with lift kits, brush guards, spray in bed liners and diamond plated bed boxes in office parking lots, all with pristine trailer hitches.