I was talking to a guy from South America. He said where he grew up many of the roads weren't paved. All the vehicles were old cars. He said when he came to New Jersey he was shocked how many 4 wheel drive vehicles there were everywhere. He asked, "Are there any dirt roads in NJ?"
Another point is that there are so many giant pick up truck owners that never have a reason to haul anything. They just like the macho image it gives them. Kind of like a hipster with beard.