I've got an EcoBoost, I have been a GMC guy ALL my life and I've owned new and used - about 12 of them, 1986 to 2008.
All I can say after test driving them all, Sierra (boring), Ram (crude), F150 - the 2011 EB absolutely blew my shorts off. It has unbelievable power - the most important fact overlooked in this whole forum is the amount of TORQUE this thing has and it is all DEVELOPED AT 2500 RPM - not 4000-5000 like the V-8s. It is whisper quiet except for the turbo whistle when excelerating - which sounds really cool. There is a little turbo lag you have to get used to though. But when you want power it is BANG!!! At 4000km's I towed a 4900lb bumper hitch camper through the Rockies - I was absolutely impressed how this truck did not have to work to pull the load, it never shifted out of 5th gear and pulled all day long, never ever did the tack go over 3000rpm. Fuel milegae sucked 9mpg's (Canadian) in the mountains and on the praries with the camper I would get up to 12-13 at 100kph (62mph). But don't buy a gas anything if MPG's is a concern.
Overall I would reccomend this truck for everything, even pulling the big loads and it is very comfortable for travel when used as a car.
I have an XLT, XTR package, convenience package (nicer dash), super crew, 6.5ft box, 3:55's w/18 rims, side steps (which are kick ***), tail gate step, backup camera and beepers.
Canadian retail was $48500 and I paid $36600, there was a $12000 discount which was a delivery allowance and employee pricing.
If your on the fence - test drive one of these - you'll switch to it - PERIOD!!!