I agree that full-size pickups should not be mass market. On the other hand, there are a lot of people who could use a truck but don't need a monstrous pickup.

I agree that full-size pickups should not be mass market. On the other hand, there are a lot of people who could use a truck but don't need a monstrous pickup. There used to exist compact pickups for them (us) -- e.g. Toyota Hilux/Pickup/Tacoma, Ford Ranger, etc. Now today's Tacoma is bigger than the Ford F-150 from the time of Tacoma's introduction (mid-90's), the Ranger is discontinued, and the rest of the compact pickup field dried up years before. If someone needs a full bed sometimes but REALLY NEEDS it when they do, I'd rather they be able to drive something that gets upwards of 20mpg (and handles better).