Its a wonderful truck for countries where American trucks are either not available or the import duties price them around $100k.
But since we live in the US its a horrible old clunky thing that rusts fast and cost a lot. They also still use good old drum brakes, a nice hand me down V6 that loves fuel because its old, and a clunky old 5spd gear box. Throw in a cheap interior, yeah go Toyota! Fan boys will love it, because yeah Toyota!!!
As said above a limited double cab is $38k...with drum brakes. My buddy just ordered a 2015 F150 XLT OTD was $41k, and I can assure you unless you live in a super tight city where parking is at a premium the F150 will be a better truck in every way.
The kicker is the F150 will probably also get better MPG's with its 420hp, because Toyota doesn't invest the money into trucks that Ford does. The V6 in my Ram is a better V6...again no investment, NA is a small market for them.