I totally agree on this. I ride motocross and use my truck to haul my bike around. I watch Supercross every week and it pains me to see Toyota as the title sponsor.
Its also unfortunate that Ford hasnt recognized this market more because the vast majority of dirtbike riders, quads, UTVs, sand rails, etc. own trucks, and there are hundreds of thousands out there.
I hope that changes because it seems like a good opportunity to me.