If I were truck shopping today, it would be for hauling stuff from Lowes, etc and maybe a dirt bike. RAM? No thanks. "Bromobile" that's made out of recycled pop cans and scrap steel from old shipping containers. F150? Not as "Bromobile" as the RAM, but close, and the quality still isn't where I'd want it. Silverado? Getting very, very close. A truck for adults, but priced like it too, and I don't need all that size.
That leaves the Tundra, the various mids and the Honda. Tundra is way more than I'd need, so it's out. Seems that for suburban regular-people that want a truck, the RL is a pretty appealing option.