I look at it plainly. A 3.5L V6 is still a 3.5L V6. A 5.0L V8 is still a 5.0L V8. Again, you boost a modern N/A V8 and the EB35 will be nothing more than a modern V6. Ford should keep its boosted engines on light passenger vehicles, such as the 20EB; soon to be out in the latest Explorer iteration. People who want bigness in a vehicle and have the money for it, but want decent fuel economy for the size and weight of the vehicle although they'll mostly never use the vehicle to even 1/4 of it's real work capacity. I'm not against the EB engines here. A V8 is still prime for everyday work in a pickup. One thing however that I'm not entirely fond of is Ford telling people that you can run 87 octane in a boosted engine where 91 is commonplace. Even the best knock sensors can't always be as efficient running regular fuel. After 100K miles with my luck, I'll develop an engine knock and have to run 91 octane to quell it. Making the $2K engine purchase over the 360hp 5.0L V8 even more irrational. The EB35 and the 5.0L V8 are nearly identical for highway mileage, so there's no benefit there. From what I've read Ford has done a good job on eliminating the turbo lag, but with a V8, there is no lag at all. For the record, I bought a 2000 Saab 9-5 with the high output turbo I4 engine and manual transmission. It's still in the family as my father uses it as a second vehicle as a weekend toy as it's cheap on fuel when he rev's the crap out of it. It has 296,000kms on it and still runs great, burns 0 oil. As I was the only occupant in 90% of the miles and commuting was the strong point at the time, it was the obvious choice. Highway average still remains a frugal 6.5L/100km. Not bad for a 230hp engine. If I loaded the car up with three other adults and luggage, performance suffered noticeably and that was the only downfall. Turbo lag was ZERO over 2100rpm which was the determining factor in the purchase. Price wasn't a factor. Again, I don't use trucks to commute, even if they get better than 'average' mileage when compared to other trucks. A truck is a truck is a truck and should be spec'd accordingly to the WORK at hand. I'll vote Ford for the BEST chassis. Dodge has the better one and GM is average. Dodge will knowingly be the first in the half ton diesel market. Cummins requires no Urea fluid limiting build complexity and a 4-4.5L V6 is doable. I think GM has held off not only for funding purposes on getting their 4.5L diesel to market, but because they don't want to be the first one with a half ton diesel. The problem with North American manufacturers is that they wait to see what the import guys do before they implement something similar into their vehicles. By the time this happens, the import guys take the majority of the market share! Fools. They need a small diesel, and it will sell.