Rick, good to see you on the forum.
I agree, it's all about marketing. In my opinion, truck technology has come a long way.....backwards! Everything Rick said is true, tests are done in ideal conditions that nobody can replicate in real life. My '68 F250 Highboy gets better mileage than our F250 Super Duty at work. HUGE frontal areas (and STILL less room in the engine compartment than my '68, and the engine is STILL tucked under the cowl where it's impossible to work on!) and excessively high vehicle weight equals bad mileage.
Diesels are getting as good of, if not better, mileage than the gas engines. But I'm not a diesel fan. I can't stand the smell or the noise, but they are the best choice when towing is your main concern.