Out of all the recent innovations in trucks, the only ones I'd really consider useful is having 120V power plugs in the bed and reversing cameras. Neither is required, but they do make things much easier.

But also, I am far more likely to assume that someone driving a Tacoma or Ranger is using it to do work than I am someone driving a 'full size' pickup.

More evidence, if any was needed, that advertising works. The entire product is built on marketing a self-image to those who for whatever reason aren't perceptive enough to see how they've been manipulated by the advertising industry.

I'm somewhat guilty of it myself when it comes to outdoors activities that I'm passionate about like climbing and hiking and backpacking and snowboarding. I know a lot of it is overpriced bullshit that I don't actually need, but sometimes I'm like "here, just take my money, I must have that fancy new piece of gear or equipment!" At least I'm aware of it though.