People are just realizing this? I thought it was quite obvious with "full-size" trucks getting bigger ever generation, that it gets harder and harder to load them, drive them, and park them. Can't remember the last time I saw a truck in a garage. And trucks are common in my area, not like the US are Alberta, but pretty common. But they use the garage for junk, or the commuter car. My garage can fit a Sienna, but not my father in laws 2011 F-150 (Access Cab).
Have to agree with other posters. Sometimes the main purpose isn't to save money vs a full size, but for easy of driving, loading, parking, less needs for that person vs a full size.
Kind of like the current discussion of the microvan vs the Grand Caravan. The Grand Caravan SE Canadian pkg, is much cheaper, can tow, more capability, seats 7 better than the microvan. But there is still a small market for the microvan.