I would suggest that a first-time buyer of trucks first sit down with pencil and calculator and get to an understanding of how much more a larger truck really costs for their usage. I bet a lot would find that the assumed extra expense of additional fuel will be relatively insignificant when all things are tallied.
FWIW, I drive a 3/4 ton as my daily driver and am always *****ing about that horrible mileage but if I work it out over a yearly basis, it is not that much more than a 1/2 ton. Similarly, the upkeep and maintenance is cheaper than a smaller truck(in my case) as components seem to be built to a more durable standard. Tires are more but I'm getting 80K out of a set.