I think Ford's primary objective was to be first to the market, especially in front of Tesla. I think that is great, and it is a huge success. But I like function over needless fashion. That huge grill has no place when a $80k pickup truck comes with the equivalent of a 4 gallon tank. Sure, I am willing to pay for a $50k pickup with a 3 gallon tank, but that is more for the good of the climate and the need to do something, plus it will be a great 10kw generator when the power goes out, but lets get real! (Remember, each gallon of gas is equal to 33.7 kWh)