I think some of you are missing the point. In this day and age of consumerism, buyers who are spending upwards of 80k on trucks want their interior to be just and nice or even nicer than a luxury SUVs.
Gone are the days were people just bought a trucks and actually used it to haul and tow, or as a construction vehicle. Yes, they are still used for those types of work, but now as the older generation gets older and the new buyers come in, they want all the bells and whistles as luxury vehicles, especially when spending that much money.
Now, I don't think the current interior is bad, it's actually high quality, but when you're going up against the new RAM and even Ford you have to up the game or people who don't have any loyalty to a brand will just go to the next nicer thing.