Yea, the Tacoma is going to have a hard time selling against the little duramax. I really think Toyota has a dud in the chamber with the new Tacoma, but I could be wrong.
I've driven the new GMC Canyon and Chevy Colorado, in higher trim levels, fairly extensively. To me, they still seem like cheap GM vehicles. Although they are an improvement over the old GM mid-size trucks.
Toyota seems to be going in the cheaper direction. So we'll see how the new Tacoma looks, feels, and drives when it becomes available.