Check out this list of rules for Built Ford Tough Ford  Guys...or gals. 'Nuf Said, I think...

RULES:
1) NO ROLLER LUGGAGE
2) NO SCOOTERS
3) NO PUNY DOGS
4) NO MEAT SUBSTITUTES
5) NO LIQUID WRENCH
6) NO FANCY COFFEE
7) NO FANNY PACKS
8) NO CUTESY CELL PHONE RINGS
9) NO MANICURES
10) NO HAIR PRODUCTS

Mission Statement:
Built Ford Tough is a mantra for truck and owner alike. F-Series leaves no room for compromise. It's reputation for toughness has been earned on the farms, work sites and roads across America. So, if you’re going to drive the toughest truck, then you’ve got a responsibility to man-up and do your part. There’s a code of conduct when you’re behind the wheel of an F-Series. We’re here to enforce it. We’re here to protect and serve the brand.

taken from Trucktrend.com  

Guess they feel they have something to prove.