Once the new Gen Ranger came out and everybody was able to compare all the new stuff against each other...a vast majority of them said paraphrasing "Ranger and Colorado/Canyon #1 and 1A, Tacoma distant #3".
Because I wasn't a Tacoma guy before I decided to go with the majority of the reviews...
Originally "the manager" said $3000 markup, I said the new MSRP's were already at the top of my budget and I could walk across the street and order a Canyon Denali for $6K less (which is true with my GM Card rewards) AND get exactly what I want on the truck instead of whatever Toyota wants to...