There are a lot of work trucks. And a lot of trucks people use for work. Many people use trucks for work every day.

Meanwhile, many people drive a pick-up truck every day and never use it.

I’m curious how many people get a truck because they are convinced they might need it. Or they have a single use in mind, such as an upcoming move.

This is particularly interesting given the expanding cabs and shrinking beds have turned pick-ups into massive passenger vehicles. Today, even the standard sizes, are hazardous to pedestrians and represent a parking hazard in congested parking lots.

Of consumer choices, the modern pickup exists as three very different ideals at once:

• Indispensable tool
• Fashion accessory / cultural signifier
• Hypothetical potentiality

As a car driver, I do occasionally wish I had more space to bring home stuff from Ikea. But when was the last time I went there?

We often think of utility through the means of potential. And less the regular use cases.

How do you use it every day? Every week? Every month?

We can spend a lot of money on things we think we’ll use—when we can spend far less on things we know we’ll use.