It's clear the competitors are aiming for Ford. When you are at the top, that is expected. And I too hope they (Ford) have something brewing to counter with. Giving up best in class Gas and Diesel is not a good move for marketability. I understand the ones that say it doesn't matter- but in a consumer driven market it absolutely does. "Derating the Godzilla" news has totally taken over my YouTube accounts. We can debate it on a forum until we are blue in the face whether it was really a derate. To take your class leading big gas engine and then advertise it LOWER than your competitors is really questionable. On the diesel front, the Duramax has always swung above its numbers in terms of performance. Now they aren't talking about a mild performance bump. They are going after the marketing which, I hope, Ford is armed and ready. Consumers drive sales. And many of us will buy Ford anyway because we feel they are the best. But there are hordes of buyers that buy because of marketing and the "newest shiny thing" that is advertised aggressively. Some may remember Ford commercials in the 80's. They had videos of a Ford truck with a Chevy across the bed and a Dodge hooked to the hitch and drug them both up a rock mountain. THATS what I secretly wish Ford would do today. I bleed blue and hate seeing them not only lose the gas engine crown (I have a 22 Tremor 7.3) but potentially also the diesel crown. Ive seen the speculatory videos of the 8.0 Powerstroke and the internal testing that has supposedly crested 600HP and 1600lbft- I don't recall the exact numbers, but thereabouts. The last one I saw (TK's garage) was an inside leak that indicated they are good on engine but trying to get a transmission to hold it. I am trying to remain confident Ford has the fight to stay aggressive.