They have people making STUPID decisions about aesthetics based on piss poor market research.
I never noticed the grills of pickup trucks when driving my lifted '77 Wagoneer but now puttering around in a gas saving Ford Focus that's all I see in my rear view mirror.
I guess the 2020's is the era of the grill just like 1959 was the era of the fin.
Somebody decided that driving a truck that looked like a brick was an excellent design choice. I should know because my Jeep is a brick but I would have hoped truck designs would have evolved in 43 years from looking like Peterbilt semi's.
What the heck are they gonna do when everything is all electric in a few years and a grill is no longer needed? Maybe fins will come back.
Or pickups will look like Blue Origin rockets on wheels, that will let everyone know what you have under the hood.