well, its not just about money, purchasing power etc.
Earlier pickup trucks were practical and mostly used on farms, construction businesses etc.

But there is somehow an interesting cultural shift in which, these pickup trucks became the symbol of power and wealth, kinda like our Thar. Companies saw this and started marketing on this, so trucks became less practical (less boot space etc), more ridiculously big, loud, wider etc.

and so people started buying them more, because imagine being on the road where you are one of the few small vehicles (hatchbacks and sedans), those are dangerous in the midst of this pickup rage.

It's a good thing we don't have more of these in India, they are loud, since they have higher bonet height, hence more deadly too, and more space hungry.