I have always been a truck owner and have never been a fan of foreign made trucks. With gas prices on the rise and every year fewer and fewer trips to Home Depot for home and yard repair, I started looking at something more economic. I did all of my homework because I needed a crew cab for my family. I went with the Honda because it offered more for my money. It was about 5000 cheaper than the Toyota, it has a high resale value, better gas economy, cheaper insurance, and was more comfortable. I also would note that I do not haul trailers, boats, etc... for the average Joe this is a vehicle that is family friendly, rides like a car, and looks like a truck!!!
All of the comfort features, nice design for a big man, fits family of four easily, and the hidden storage/cooler/trunk.
Still won't attract most Truck Owners unless it offers a bigger bed and more power.