I have read the entire thread and have a couple thoughts...
(I used'ta work in fuel economy analysis so I have some perspective, I hope)
1. "Label" fuel economy is the *sales weighted average* for that 'powertrain configuration' which includes (in this example) ALL 1500 4x4 hemi 8-spd. The number on your label DOES NOT take into account the options on your truck. When considering the FE of a particular truck, use the label only as a guide, but consider what options are on THAT truck which would make it better or worse than the "average".
Basicly EVERY OPTION that you order WILL HURT FE except tonneau cover, air ride, and wheel-to-wheel steps (all help aero slightly and will improve highway FE a smidge).
more here:
http://en.wikipedia.org/wiki/Monroney_sticker
I would project a loss of 1-1.5 mpg FOR EACH axle 'step', so 2-3 mpg loss from 3.21 to 3.92 (2 steps); also the 'off-road' tires you have equipped will be at least another 1 mpg. (from the 'base' truck, not from the 'Label' FE)
Additionally, many common 'mods' will hurt FE. Larger tires = big hit. 'Off-road' tire tread = big hit. Lift kit = big hit. etc...
2. As mentioned , the 'testing cycle' used to generate the 'Label' fuel economy is very conservative and unlike what most of us actually drive. IF you drove the cycle, THEN you would get much closer to the Label. Otherwise, you won't.
I know you're in canada but the idea is the same.. the "cycle" is super conservative.
http://en.wikipedia.org/wiki/Fuel_economy_in_automobiles#EPA_testing_procedure:_2008_and_beyond
3. Consider your 'driving habits' to include more than just your actual driving 'technique'. For example, often we let our trucks idle to warm up (or cool down) before driving, and 'leave 'em running' when we go to store, or bar lol;
in the winter in Northern climates, we deal with a triple whack of less efficient engine & transmission operating due to the cold temps, lower energy gas available at the pumps, and extended idle times to warm up before driving. Added together it is not uncommon for winter FE to drop 30-50%...