Ford intends for the generator to be used a lot and has prepared the engine for that. It is targeted at contractors that need job site power and don't want to tie up half of their bed with a generator and fuel tanks. This concept really isn't any different from a lot of commercial trucks that use their main engine to run devices while stopped but still seem to get pretty good engine life.
From what I have seen the price is reasonable, the efficiency is as good as a good stand alone generator, it is quiet and it is available on all trim levels.
The hybrid is rated to pull up to 12,700lbs and in the tests that I have seen outpulls everything else on the road short of big diesels.
I plan to buy one in another year or so.
I would love to see the option offered with the 2.7l V6. That combo would give some really good fuel economy.