oh don't get me wrong. it's nice. and some will love it over all others.
personally, I just think the seats don't look as modern/nice as the competition.. the infotainment doesn't seem to be up to their levels... the exterior is up to the buyer, but doesn't look as "new" to my eyes... and the powertrains/suspension are mainly revamps of things they already have... I don't mind the latter, as going all new is sometimes not worth the trouble.
I still look at this truck as a great, real truck... and that should be enough to merit a look and possibly a purchase... but so many truck buyers don't even need the damn truck in the first place, that all those other brands' features will sway them.