Not every one is looking for a large hauler. Nothing with a big truck but some people find it overkill.
I am one of those people. I need to be able to haul light 4 x 8 loads, other assorted junk, and get into some tight muddy areas to haul out deer. I do not need a FS pickup. I currently use my wife's minivan, but it's not a great off-road vehicle, and the other guys snicker at me behind my back.
Just had to snicker about that a little.... but I commiserate....I remember using my 76 Nova trying to haul crap when building my house in the early 80s....I ended up trading it for a small size Datsun with some big ass mud grips...:o)