Well I'll be the first to admit I was wrong.
@Carmaker1 hinted at this last year. Ford really took it upon themselves to take the wind out of Toyotas Hybrid Truck stride. For the benefit of the doubt, Ford is down on power compared to the imax and if you are upgrading from the V8 tundra, 7 MPG improvement with a massive HP bump is a solid upgrade path.
Cant explain why the PR team was testing monikers like "World Beater" etc (unless they got tipped off about the Fuel economy numbers and a great defense is a strong offense bs), but I assume they're gonna run with some kind of eco friendly ad with the Super Bowl coming up.