When I bought my first F350 back in 2011 I felt there were a number of little things that made Ford a better choice for me than what GM and Ram were offering. Things like power tow mirrors, tail gate ...
Might be just me, but I can't imagine making a decision on a $80k truck on if it has a bed step. If people do, Chevy will have a home run with their new tail gate. Personally, this is what I have. AMP Step
For interior on the top models, I think it is a toss up between Ford and RAM. The 2020 RAM with that 12" screen will raise the bar.
Doesn't Ford currently offer adaptive cruise, 360* cameras and such? I think hey are ahead of the game there.