If they'd price them for what used to be the Chevy LUV/Ford Courier/Mazda B2000 market - just a small simple basic work truck, and not a mall cruiser like every other small truck has turned into - they'd have a winner on their hands.
OTOH, if the reports from OZ are correct, perhaps the EPA gave them approval because they knew it was a moot point and they'd never pass safety testing and actually go on sale. An actual alternative to those holier-than-thou hybrids? Heaven forbid!!!