When I was looking to replace my 2010 F150 I looked at a 2012 F150 HDPP in the XL trim with the chrome appearance and power options. It priced out real close to what my 12 Ram ST CTD 4x4 CCLB did after the $10K rebate Ram and the dealer were offering.
I was doing a build and price on the Ford so I'd have to order it and not sure what rebates I would've been able to get. I could've probably got the F150 HDPP for a little less than the Ram CTD but not enough to warrant having a true 3/4 ton truck with twice the power and better MPG towing.