People think trucks look cool. They may occasionally use it to tow something. If you own a trailer then it's not much use without the ability to use. They may head down to Home Depot for a few weekends a year, or even more. I can fit a couple 8ft 2x4's in my model y, but nothing longer. I typically need to borrow someones truck a few times a year for building materials or new furniture.

Maybe they like the visibility it offers by sitting up higher. That's probably one of the most common ones I hear. I have heard people say they feel safer in one too.

You also present it as a choice of truck vs something else. Most American families have multiple vehicles, so it's a truck and something else. I'd wager families buying $60k+ trucks almost certainly have a second vehicle.