Perhaps Mark is subtly saying that people who want the Tundra are mostly Toyota brand owners already. Loyalty runs deep especially for truck buyers in America (Even for Toyota), cost savings be damned. However, it is known that 'loyalty' may be slowly eroding.Really enjoy SG video reviews, but disagree somewhat with this regarding "it's up to brand preference." I believe that over time, if one is to own this vehicle for 7-15 years, there will be HUGE cost savings vs. other brands. We have recent year 1794 Tundra that is is our "spare" vehicle and even despite it's very obvious outdated flaws, we still really like it. Very excited to test the capstone and TRD pro Tundras to see the difference and if worth buying.