When they get these priced decent in XLT trim and people see how well and efficiently they tow the common 5 to 8k trailer then these will be a keeper. Still only going to be a nitch truck with 5% of 1/2 ton sales but that is a lot of trucks when it comes to lost sales.
I think the guy in the video linked above had one thing wrong when he said it will take some sales from the other motors in Fords line up. Ford knows it will only keep from bleeding those sales to Ram GM & Nissan where those sales would have been lost as those people are looking for the efficiency of a small diesel. Some guys are always going to be looking to trade in the 20 mpg 10 towing for 30 mpg 15 towing.
I don't think it will take sales from the HDs either in that people either need want the HD platform and more power for their 10k plus trailer or heavy bed load or they are looking at a half ton. Its not like people are buying HDs for fuel efficiency.