A "big lump", yes, but for myself, I'm a fairly average truck owner, I tow and haul a fair amount, and I really don't care what's under the hood so long as it goes, and is fairly efficient. The 240 hp Ram is not an option, that's just too low on power. 300 hp is a good amount, and the name Cummins can be trusted. I trust a Nissan Titan over a Ram, (I've got a few buddies who own both, I've owned 3 Nissans, and 2 Dodges) even over a Toyota truck (I've owned 2 of those from new). Toss in a Cummins and you have me shopping. I won't buy it because it's a diesel, or a Cummins, but if it specs out good and works great, I'll buy one!