I had a little sticker shock too, and I purposely ordered mine with almost no options because I need the towing and cargo capacity. I had a Silverado, which I was very happy with, and I was going to go with their 2500 but neither Chevy or Ford would let me order a truck. I had to take what was available on the lot, and everything was way more truck - bells and whistles-wise - than I needed or wanted to pay for. RAM was the only one that would let me order what I wanted, so that's the reason I went with them. Not that I don't think RAM is fine, it just wasn't my #1 choice. The only options I got were tow hooks, the spray-in bedliner, anti-spin rear end, and 5th-wheel prep package and I still had to pay more than $45k.