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I repeat this anecdote a lot so forgive me if you've heard it, but ...

... my Ukrainian-Canadian grandfather ran his dairy farm using a 1960s-era truck ...

which was by today's standards *tiny*: Lower-slung, small cab

But!

It was *more usable* than today's monstrosities

It had a longer bed than today's trucks; being lower-slung made loading/unloading easier

Again: He ran a whole-ass farm with this vehicle; drove over rough terrain

Few people *need* today's bloated, paramilitary trucks

@clive Absolutely spot on. And what gets my goat even harder is that, throughout my childhood (80s and 90s), we had an answer for rural and exurban people who needed moderate cargo capacity, light hauling ability, and/or a little offroad capability-- light trucks like the Ford Ranger. But many/most of those were discontinued, and the ones that were brought back were done only after marketing had shifted consumer tastes.

@roadriverrail

Yep yep -- they stopped selling them because they could make more money selling the bloated, jacked-up models

@clive Indeed indeed. I still cling to the old, slightly dented Ranger my partner's parents sold us when they couldn't climb up in it any longer, and we typically only drive it when there's a reason to. I just do not understand Cult Of The Big Truck.

Clive Thompson

@roadriverrail

I suspect there are a ton of subterranean issues, logistical economic and psychological, going on with Big Trucks today