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because it seems to me to be a cynical attempt to appeal to the worst in the American (and, unfortunately, not only the American) psyche: ultimate machismo combined with excessive bling.
You haven't seen yet the International's XT series yet then
the description of that one is a "nice" example:http://www.internationaltrucks.com/portal/site/ITrucks/menuitem.2fea1fe726559abc- 31f8e968121010a0/?vgnextoid=8cec3378c8d9e010VgnVCM10000085d0eb0aRCRD