> A pickup truck should just be max utility

A working truck should be max utility. Around the core market of "working trucks," there are various wannabe truck products that do not have to be max utility. For example, a Subaru Brat or a Hyundai Santa Fe. Niche products compared to an F-150, but they had/have their fans.

I personally can't stand the design, but the idea of an impractical "halo vehicle" that appeals to a niche audience but burnishes the brand as "forward-looking" is not a bad one. It's just the execution of this particular halo vehicle that I would have a problem with were I in the market for a lifestyle look-at-me vehicle.