I bought a F150 XLT Supercrew 4x4 EB3.5 recently, a change from a 2013 GMC Sierra, mostly I was sick of driving something that felt was like driving a truck. I think thats where Ford are getting it right with the F150, they are user friendly, quiet / quick / the technology is good. The ecoboost motor is fantastic, you might argue that being more complex, more can go wrong. But its not like turbo charging is a new technology, just new to trucks...
As for price, I could probably have got a better deal on another GMC, but aside from the sheet metal, its not really changed in 20years.....
