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Bob,
A fellow I work with has one. Uses it for work. (Alberta)
He says it uses a bit more fuel than his previous 5.4L Ford pickup. Noticeably more if you drive more aggressively.
He says he "loves it". It is a four door crewcab model with the new 6 point whatever engine.
We travel on everything from smooth pavement to gravel to washboard to punched out logging roads to rough construction right-of-ways.
On the rougher roads, the extra suspension travel and quality dampening gives a compliant ride where the normal pickups are starting to lose their composure and / or bottom out.
He is probably using it in the conditions where it best "shines", and what it is actually designed for. (pretty sure he isn't going to race it, or even flog it in the slightest) It was probably Ford's marketing department that decided on the big splash decals and a promoting its' off road prowess, in visual advertising or otherwise, that made some people perceive that it was a more serious off-roader.
Pretty simple IMO, it is a regular, heavy, pickup with some extra suspension travel and quality dampeners. If you respect that you'll be fine. Remember, once the suspension is bottomed out, it's F= M x A. And there is a lot of "M" there putting a lot of "F" on a F-150 frame.
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