The Honda is not a work truck. It's an "urban truck" so it fits what most people with trucks use them for anyway - going to Costco. The difference is the Honda is, well, a Honda. Super reliable, easy to live with, and it drives like a car.
It's almost a segment of one. Toyota doesn't make a direct competitor. Toyota's truck are body on frame affairs that aren't SUVs with a bed.
I think it's richly priced, but it's a great product.