Truck ads are usually just a sausage of specs and features wrapped up in a testosterone skin. For example:
“THE BEST THIS! THE BEST THAT!”
What we realized is — in terms of specs — the difference between trucks is very, very minimal. It doesn’t matter if one truck can tow 100 pounds more at its very maximum than another truck. All the trucks can do the jobs you’re actually going to be doing every day.
What really matters is if the truck can do the job for years.