I live in the Big Valley here in California, albeit in an exurb nestled against the Altamont Hills (which means most of the residents are more likely to work for Silicon Valley than agricultural businesses). I see a lot of pickups here but the vast majority are what I call “boutique pickups” which are shiny and festooned with chrome. I suspect the owner would curl up in a fetal position if a speck of dust got in the bed, let alone some hay or manure. I can see the “boutique pickup” crowd going for the Lightning. Serious working stuffs? Nah.