A big issue for me is loading stuff into the bed. Main reason I won't buy a new 1/2 ton. Since these midsize trucks are closer to the 1/2 ton from about 10 years ago, everything dimension is smaller.
Just like the sub-compact, and sub CUV segment is growing lately, even though the prices aren't much difference. There is a market. A few inches here, a couple of L/100km there, can make a difference.