In the community where I grew up, about every family had at least one pick-up truck, and they were all full-sized. It was a farm community and a pickup was seen as a necessity, even though many people didn't actually farm anymore. Maybe the truck was more a status symbol.
Anyway, I have always owned pickups and I use them in my business today, but when gas prices started to rise so much I knew I needed to find ways to save money. I realized that for most of the jobs my employees are sent on they don't need the full-sized 4-wheel drive pickups that we had been buying for the business.
When I replace a truck in our fleet now, I buy the smaller pickups. Some of the light trucks get almost twice as many miles to the gallon as the trucks we are replacing, and when you drive as many miles as we do that is a big savings.
Also, like the article says, even though the beds in the smaller trucks don't have as much room, we are able to attach a trailer to them when we absolutely need to, and they have more towing power than we need.