Re test 2018 F150 Diesel takes on Ike Gauntlet

I know I said this before but what is the purpose of this truck with a small diesel engine? Who is the target consumer? Fuel economy? Not when diesel cost more and not to mention maintenance costs more. Less capable and more expensive than Eco boost, I'm assuming less payload too.

Not being sarcastic but who are the manufacturers aiming for with these small diesels?

Dan