Paraphrasing Robocop: "I want a truck. I want a big truck. I want a big truck with 30 MPG!" (Remember the SUX 6000 from that movie?)
My truck needs are different from the average truck owner, I guess. I want to put 4-5 people, camping equipment, whitewater rafts, oars, coolers, etc. into one truck (no trailer due to 55mph speed limit in California) and drive from San Jose to Idaho several times a year.
I'm tired of trucks that get 14 MPG. It's cheaper to fly to Idaho when gas is $3 a gallon, although airlines don't take my raft. ;-)
Why can't Toyota make a big truck with better gas mileage? The Tundra is a disappointment. Despite its .36 coefficient of drag, the Tundra has worse fuel economy, 20 versus 21 highway, than the Chevy Silverado, with .43 coefficient of drag. WTF is Toyota doing with fuel management in that engine, or the transmission?
I don't need a heavy truck, I don't need huge weight capacity, it doesn't have to allow me to sit inside with a 10 gallon cowboy hat. I just want fuel economy better than 21 MPG, and a long bed.