[noobiemcfoob]

Perception is important. A lot of these decisions aren't made by people who sat down and wrote down the numbers to arrive at the rational choice. But if I think I have utility for a pick up often because I like to think I'm that rugged, diy type of person, I'll think it's rational to own a pickup and assume the relative prices get massaged away.

/I drove a pick-up for a number of years for this reason until hybrid crossovers became viable.