The same of course goes with mass.
Usually this kind of negative-sum-prisoner's-dilemma incentive matrix is resolved by government intervention which changes the payoff structure.
Of course, as I mentioned, compact pickup trucks are basically dead in the US. You can get a four door car with a three food bed that is marketed as a small truck. If you want a single cab and a six foot bed, you have to buy a full size truck and those are usually taller and bigger and less efficient than a compact truck would be; it can do bigger truck things, but I only need little truck things.
Maybe the Bezos truck brings back small trucks to the US.
I was next to a GMC pickup on my bike the other day at a stoplight. When I stood up, the hood was roughly shoulder-height for me. They can easily make the hood at least a foot shorter (and probably more) and still fit everything under the hood, or even go with a cab-forward design.
But people think those look dorky.
At the extreme end of things, it's hard to argue they are wrong: https://en.wikipedia.org/wiki/Oshkosh_NGDV