I bought a new 2011 Deep Cherry Red Sport Crew 4X4 a few months ago in April and still love it. I was in the same boat as you a few months ago. The pricing difference was one of the main things that i went for in looking at the Ram. My sport is loaded with a sticker price of $46K and and a similar Tundra had a sticker price of $48K with the same equipment. I was able to get $10K off of a Ram including rebates and the most I would have been able to get off a Toyota was like $4k. The Tundra would have been around $6K more out the door for a similar truck. The Dodge's exterior looks better, they have nicer rims, interior is waaaay nicer than the Toyota's IMO. The electronics (NAV, backup cam, bluetooth, remote start, ect) work excellent too. The leather is nicer on the seats, I can't say enough good things about the new Ram's interior. One cool thing my truck does I found out the other day is when I use the remote start and it's real hot outside the truck automatically turns on the air conditioned seats!!! Of course I'm sure there are plenty of Toyota owners that are as happy with their Tundra as I am with my Ram. If they want to drive a more expensive, out dated rig then all the power to them. Honestly just drive both and go with your gut feeling.