50k is a joke alright, but in an era of 0 percent for 84 month loans, price is no object for many people, most don't blink at 88 or so large as they know its not costing them anything but the monthly payment to carry it. When interest rates go back up as they will eventually, then we will see how the north of 50k truck does then. its not just trucks, here in Ontario for example, a Sierra SLT, will start at 60k and go from there. Marketing has something to do with it as well, as Sierras and Yukons, Denali trim nothwithstanding outsell Chevrolet Tahoes by a 4 to 1 margin. There are not many Ford Expeditons sold at all in either trim level, EL or small Size. They would rather drop the 70k or so on a cookie cutter F150