Long ago, pickup trucks were the purview of contractors, farmers, and a few hot rodders who loved to go mud bogging. Simple, tough machines meant to do work and not much else.
Then the DIY home improvement craze hits, and upper-middle-class Chad and Buffy Homeowner are convinced they need a pickup truck for their bi-monthly run to the home improvement store. Trucks become popular suburban haulers. However, Chad and Buffy Homeowner and friends are appalled that their trucks are not as well-appointed as their Volvo wagons. Manufacturers recognize this, and start giving their trucks more car-like rides, interiors, and features, and the prices creep higher.
Then, with all the money Chad and Buffy saved by being their own contractors, they can afford to buy a camper/boat/horses/jetskis, etc., and use the truck to haul toys around every weekend.
In the meantime, the F150 increases its established lead as the nation's most popular vehicle.
At the same time, the popularity of pickup trucks among the middle class prompts manufacturers to add more passenger space, more toy hauling capacity, and more creature comforts than ever before. Manufacturers build in huge profit margins on their trucks, and capitalize on up-selling well-qualified consumers into the higher trim levels. Trucks are then marketed to the more well-to-do consumers who have bigger homes, bigger toys, and bigger wallets.
Suddenly, the 1/2-ton isn't enough; so begins the trend to up-sell wealthy buyers into HD trucks.
The pickup truck has evolved for better or worse. For most, is no longer about just doing work. It's about image, lifestyle, and capabilities beyond what a basic truck used to be. Convincing the average consumer to replace their car/SUV/CUV with a truck requires the truck to offer all the conveniences and comforts expected of a car/SUV/CUV. There is absolutely nothing wrong with that expectation. But what many people have an issue with is when manufacturers, knowing the market as they do, deliberately up-sell consumers to more expensive vehicles just to get the same ubiquitous technology that comes standard on even the most basic Kia. It's infuriating. And they love it when we squabble about features on forums because that helps get people clamoring to keep up with what the other guy has. Clever folks, those marketing types; they understand societal pressures more than we give them credit for.
As for me, I enjoy my bare bones reliable work truck with less gadgets to break, and basic easy-to-clean hard interior surfaces. At least manufacturers still recognize there's a (small? niche?) market for trucks like mine, since they still offer them.
That being said, my next truck is most definitely going to be more luxurious, since it will probably be my retirement vehicle.