Until someone actually takes home a F-150 Lightning.. take all pricing with a grain of salt.
When you tell me something cost $40K, and it wasn't in your garage for that price - its $40K.
The 35K Model 3 when it actually arrived... was worth 42K. I'll explain why:
Same interior as the other Model 3s (it was supposed to be lower grade)
35K in 2016 money is not the same as 35K in 2019 money.
You got more out of $35K than Elon promised.
I am doubting the $40K F150 is going to be satisfying.