What is it about the truck owner demographic that causes them to be so rabid? I don't get it. I'm not really loyal to any one brand. I've only ever owned two vehicles - a 96 Toyota Tacoma and my 2005 Toyota Tacoma. Both have served me very well, so Toyota is where I would start my next search. However, I also really like the things Ford is doing. I don't really like the looks of Dodge or GMC trucks, but I wouldn't dismiss them as garbage for that reason alone. I'm considering purchasing a larger truck in the near future, and online staff reviews are pretty biased in the automotive world so you have to take those with a grain of salt. Then doing searches through various automotive forums simply result in one brand being the "best" and all others are crap. Now if I can overcome my cheapness and the joy of not having truck payments for the past 6 years, I will test drive thoroughly, but trying to find unbiased opinions in the auto world is hard to come by. At least with archery, we still have plenty of people telling those seeking advice to go shoot as many as possible. Granted, there are loyalists in the archery world, but it seems that there aren't many who truly go into buying a vehicle with an open mind. Am I just crazy? What gives? Why so much pride in a depreciating product?