Why? Same reason people pay 50 + grand for a pick up truck
$50K for a pickup truck is the going price pretty much for any full size truck at mid-trim level......$60 - 70K sticker is not uncommon for a 1/2 ton.
My 2020 Silverado RST sticker was $52K.....I purchased it in April 2020 at the start of Covid.
I got what I figure a killer deal as the dealers were sort of in panic mode when sales came to an abrupt standstill.
Mid-size Honda Ridgeline is about $42K.
It is what it is......