While $100K is far more than anyone needs to pay for a pickup, people are free to buy what they want, and to use it as they want, regardless of price. It isn't necessary to pay a quarter million dollars for a sports car, either... but people do, and they choose whether to actually drive them or just display them in their driveway to impress their neighbors. When they do drive them, they can be pushed hard on a race track (in lapping sessions for street vehicles) or just idled around town.
I met a guy who had a few expensive cars, including a Range Rover... when they were about the most expensive SUV available. I asked him why anyone would want an expensive vehicle like this since no one would take it off-road, and he described the events in which he drove it, where they taped up the door openings, climbed in the window, and ran through deep mud - he said it worked great.
Not my choice, but he enjoyed it.