Agreed, I have that vehicle and it isn't quite so big as the monster pick-ups. I've had a SportTrac since 2001. The key thing is that is only has a 4.5' bed. It

Agreed, I have that vehicle and it isn't quite so big as the monster pick-ups. I've had a SportTrac since 2001. The key thing is that is only has a 4.5' bed. It isn't jacked up and without a 6'-8' bed, it is quite maneuverable. I hike and camp and kayak and hunt and and and... The smaller bed is problematic when I do need plywood but it just gets strapped down instead. The big problem with this new Canyon that you mention is the height and width (which is only need to combat the higher center of gravity) and engine box of this monstrosity. People don't need an engine that big for this "mid-sized" truck because they won't be towing that big with it. It is definitely big for big sake. It must be that the profit margin is a LOT higher on a $60K truck than a $35K truck. One new truck that is combatting this a little is the new Ford Maverick. It is the same size as my SportTrac and TOPS OUT at $35K all-in. It is not jacked up or with an oversized engine. It is funny that it is quite smaller than the new Ranger which was always the small truck line. The reason truck rental isn't much of a thing is the same reason people drive into cities with public transportation: time convenience. You can't go when you want and come back when you want when you are dependent on someone else. They want to "just go" without planning. Like you said, most people never use the truckness of their truck and it is a status/ego thing.