They can charge anything they want for a truck and people will pay it because a truck represents their manhood (sort of like they've convinced us that watching overpaid meatheads chase a ball around a field (NFL) is somehow a manly thing to do.)
Truck commercials use to hint that you should buy a truck "cause it's manly", now they are blatantly out in the open about it. "Don't buy our truck cause it's reliable, powerful, better than the competition, etc... No! No! Buy our truck so you won't be seen as a tree huggin, puppy lovin, environmentalist, caffe latte drinking liberal!!"
Don't believe me:
https://www.youtube.com/watch?v=JJBRpylC9-Q
Never mind that most of these road queens will never see any use of the 4'-5' cargo bed behind the quad cab, chrome, leather, electronic gizzmo'd interior.
It's a Man's car!
I get a kick out of the $60,000 rides I see with a 5 foot box and they have to put a bike or ski rack on the roof or on the hitch behind the tailgate. What the...? It's a truck!