I think it's more the dislike of image. Nobody fusses over a, '02 2wd F150 with 110,000 miles on it. Or trucks that are obviously worked. It's the mammoth miles of bed and chrome and lifts with not a single spot of mud beneath. the lifted trucks here that actually look they someone plays in them--- I think they are probably looked at "ok" too -- yes they put their time and money into it... but it's not necessarily for looks--- they are using it for their hobby. But if it's got all the bells and whistles, yet the bed is spotless and the bottom is all shiny black, (and it gets worse with HID and straight pipes) then it just goes downhill, because it starts to look like an image thing, and that's where folks get turned off.
A conservative truck buyer today is kinda doomed from the beginning too, thanks to some way over-masculine styling. Huge big-rig like grills on pretty much all of them, threatening front stance, drive-over-it looks-- no good for a guy that just wants a truck to drive to work during the week, tow a toy or two on the weekend, and enjoy the utility of being able to move things around for the family, bring lumber home, etc..
I have wondered if I sometimes get smirked at, as a truck owner. You'd never know I use it hard as a truck on the weekend, as I don't drive with the hitch ball in unless I'm pulling something. It's also a hobby, so I do little mods here and there. I'm also the guy who all the family members call if something needs to be moved, and it's ok. I do pay for it at the pump, every week. And after towing, I pay double at the pump. But a second car for commuting is even more costly, either in payments if it's new, or upkeep if it's older.
But yeah, even I look at the "shiny waste" I see often, sort of shaking my head, wishing trucks could be built and designed as tools rather than things that LOOK like they want to be seen.
I do get a little concerned about fuel waste. Our money spent on that stuff doesn't stay in the US, and that bugs me. But we all have to make our own decisions; I can't make the decision for the next guy -- just myself.