I'll see if my brother wants to post why he chose the F150 over the other options, but I know that he is loving his FX4 EcoBoost.
Zero problems so far, and honestly I was extremely surprised at the overall aesthetics and quality of the interior. IMO exterior looks are almost entirely subjective - with exceptions, e.g. Pontiac Aztek, Nissan Juke, PT Cruiser...
So far he has put some Method 17x8.5 Double Standards with Toyo Open Country 285/70s, Bilsteins all around and tomorrow is getting the RPG Stage 2 rear suspension installed. He's also going to remove those running boards on Saturday. Took it off road about a week ago and he said it performed great, so I'll take his word for it.
*Edit Here's a picture of it: