I stopped and looked at a 2015 f150 xlt. Just basic options, cloth seats, etc. Sticker was $44k. I thought that was crazy.
When I bought my '13 new, two years ago in July, the sticker was almost $60k, but according to the tax paperwork, I ended up paying about $40k for it.
The mpg argument makes me laugh. They get exactly what they are rated at. Actually, I've gotten quite a bit better. Remember, that's an epa rating from government tests. There are specific parameters that are used during the test. You cant expect to get the same mileage when you drive 70mph everywhere, when the epa rates it at 55mph.
The ecoboost will pull every other 1/2 ton under the table. You just need to decide if the extra fuel is worth it. If you aren't going to pull, there is no reason to get something that makes this kind of power. If you're going to actually use it, you will love the ecoboost. Most of the miles I put on are from pulling. If I just used it for a daily commute, I'd take a look at the dodge with the v6 gas.