After driving both I went with the lightning.

The R1T is cool. It’s a single person camping truck all the way. A little smaller, more capable of getting in and out of tight places that are predominately Jeep accessible. But the center rear seat is very uncomfortable, the payload capacity is lower both size and weight wise, and for me being forced in to one pedal driving was not ideal.

The lightning is wider, and heavier. But also more comfortable for everyone inside, can tow better, and I have loved having the power options, no need for a generator.

The audiences are similar but a bit different. I do think that Ford is nuts for saying there’s no demand. Make the ER pro for 50k and you could sell them all day. But you can’t even order that option, much less get it for that price. Maybe it costs more than to produce, but I’m willing to bet not. They would just need to be able to sell them direct to public to make it worth it and most states don’t allow for it.