I think a big part of the marketing problem is that diesel has always leveraged high reliability and lower mileage against a much higher initial cost. However, for the most part, those buying NEW 1/2 ton pickups are not the folks putting the high mileage on them. How often do you see a first-owner 1/2 ton with 200k miles on it? More often, it's the second (or third) owner seeing the odometer hit that mark. Put otherwise, if I'm going to trade my new truck in at 70k miles, why the hell would I dish out an extra $8k for a diesel? It would appear Ford knows this.