I mean, $10000 is almost enough to ignore just how ugly that thing is. I just don't see the comparison to the 70 series or Hilux, except vaguely, maybe similar to La Croix's relationship to water.
To be clear, I find the effort they put into "styling" it ugly; if they committed and made a utilitarian vehicle without the style-effort, it likely would look great.
I get that, which on its own is awesome. But even fitted out, it looks like overlanding is their goal market, cause its gotta look "mean."
Maybe because I use power tools so often that when something flips form-follows-function backwards, it stands out like a sore thumb -- for example none of the exterior design of the cab affects its use or modularity, yet they clearly spent some time on it.
In the cab, I see mostly just flat surfaces and simplified corners incorporating the plate glass, all of which seems driven by low cost manufacturing while also meeting basic structural requirements.
Toyota has always trended on the ugly side, but when you factor design with reliability and price (pick 2 out of the 3), they have a winning combination.
To be clear, I find the effort they put into "styling" it ugly; if they committed and made a utilitarian vehicle without the style-effort, it likely would look great.