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Well, I think they are just trying to distinguish SUVS from their pickup brethrens. Partially to keep people from having a coronary when they realize that a Tahoe/Burban is basically a slightly modified Pickup truck, and yet (and folks, you have to admit this is true) they are significantly overpriced. The Expedition and F150 used to be almost identical from the front, but, once you stick the Expy up against the new front on the F150, there is quite a difference.