"Rake" in trucks has been around forever in varying degrees. I've been into the old square body Chevy trucks (I've owned a K5 since the early 90's) and lift kits for those always provided more lift in the front than the rear in order to level the trucks. For example a 4" lift kit would come with front springs that provided 4" of lift but the rear blocks or springs usually were only 2.5"-3" tall. As mentioned the primary reason for this is so the trucks don't look saggy when you put a little load in the bed. It's a fact from marketing in the truck industry that many people look at excessive sagging/squatting of the back under a load as either something is wrong or the truck is "weak" or can't handle a load, even though it is just a cosmetic thing.
I don't think the popularity of "leveling kits" came about because of a difference in rake in newer vehicles, but rather the IFS. You can usually tweak an inch or two out of the IFS without many issues, but a true lift kit that raises it anymore than that is pretty complex and much more expensive. Keep in mind that back in the late 80's when Chevy introduced IFS in trucks, you could buy a complete 4"-6" lift kit for the older solid axle and leaf spring trucks for $300-$400 (including shocks) and slap it on in a few hours in the driveway, but for the same amount of lift on the newer IFS trucks it was now $1,500-$2,000 just for the kit and it took an entire weekend to install in the driveway or pay a shop another $1,000 to install it. On the other hand you could "crank up the torsion bars" or slap a spacer under the IFS for 2" of lift for a couple hundred $.