Only like 25% of pickup drivers actually tow more than once a year, and only slightly more actually use the bed.
Most of those people would be better off if they could just rent a truck a few times a year if they actually need to. Fairly few people who tow infrequently need a truck on short notice to e.g. tow an injured horse to the vet. And most of the rest would be better off with a smaller truck like they used to make.
People who actually use their trucks to the fullest exist, but are a fairly small minority. People wouldn’t really care about trucks if only people who really need them had them, and if there were a wider variety of things like kei trucks for light farm work.