This truck is absolutely perfect for its intended audience.
Ford didn't intend to sway anyone that relies on an F150 or even a Ranger/Tacoma. I've got no doubt this was aimed at people buying up crossovers left and right. I think this truck is going to nestle into the market very nicely. For most people's hauling needs, even the base model hybrid will be more than enough. Light housework, gardenwork, shuttling around musical equipment, a furniture building hobby, etc. The Maverick will be perfect for these types of people. This car isn't being sold to people hauling their racecars to the track, or their horses to the.... horse place -- I don't know where they trot when not at a track. The new Lightning (love the cheeky name btw) is the one aimed at these people.
I really, really love the DIY aspect to this truck!! And the interior actually looks really cool. I love those wacky, semi-detached armrests. And it's a good looking truck to boot! Even the base model on steelies that arstechnica drove has a certain charm to it.