Trucks are popular all over, not just Texas.
I love my truck. And it rarely carries more than raindrops, as mentioned in the article. But I still love it.
Trucks today are made to a higher luxury than the old days. The ride is comfortable, even in the 3/4 and 1 tons. They hold value, and always come in handy for hauling, home projects, gardening, moving, fishing, hunting, sports, etc.