Ford has the best marketing, I will give them that hands down. I can also cite other marketing campaigns that resulted in the obvious lesser choice getting selected by the masses that are not able to wade through the marketing hype. It seems that even when someone has experienced the 6.0 PSD and it cost them thousands that they still think it was the best truck ever made, when a rational person might consider that it is not useable when it is in the shop all the time getting repaired... just part of life in the modern times.