Ford has made a big mistake and ultimately it will hurt them for this ugly Super Duty cosmetic design. You can profess they "know that they're doing" all you want... but I'm afraid you'll find out that this '08 design style was a bad decision and will have a bad affect on their bottom line. Companies who purchase the trucks as work trucks, don't give a rats ass about the cosmetics - so you're right, it won't affect that portion of the market... however, it is going to have a strong impact on personal purchases. I want Ford to succeed. I have a 2003 Super Duty and it was my intention to get an '08, based on the hope and assumption that the Tonka truck was going to be built. The '08s don't even come close.