I'd agree that they probably chose the pickup because that's what Ford does best. I just worry about Ford slicing the pie thin/oversaturating the truck market at a certain point.
We currently have:
Maverick
Ranger
F-150
Super Duty
They're adding to that:
CE1 truck
Bronco truck (TTP product)
I give Ford more leash/benefit of the doubt when it comes to trucks, but at what point do you focus on other segments you've abandoned instead of adding more trucks?
Let's hope that the Maverick-based crossover arrives before then. That's way too long to be out of a segment.