I like Toyota's approach with the Tundra - it's indicative of some of our frustrations with Lexus, but works better at the mainstream Toyota level: "We're not necessarily chasing specs, but improving the product holistically and delivering what our current customers want most." Pretty similar with the new NX.
It might not have class leading power, payload or towing, but I don't know a single half-ton truck owner who seeks to max those things out in a way that really impacts their buying decision. Most people who are concerned about the towing difference between 12K lbs and 14K lbs move up to a 2500 or 3500 class anyway. I'm not saying there isn't utility in higher specs for trucks - there certainly is - but I think Toyota has smartly figured out those things are considered as part of an overall package and not in a vacuum.
If Tacoma, Tundra, 4Runner, Sequoia and GX sales are any indication, it shows that people who buy Toyota/Lexus BOF products aren't really spec-obsessed at all but value overall packaging, reliability and dependability.
Tundra hybrid with 437hp and ~24MPG is blowing my mind. How can you want more than that?