Rivian and Ford are going conventional on design and compensating for the aero hit by putting in large batteries, with the hope that battery costs will come down as their federal incentive runs out and they need to price more competitively.
Tesla will [of course] take the opposite approach and make as aerodynamic a pickup as you could imagine, allowing them to squeeze maximum range out of currently affordable battery sizes. An aerodynamic pickup truck will undoubtedly be on the odd side given what we're used to. If the range, power, price, and features clobber the competition, maybe enough people can get past the non-traditional looks. Agree that the pickup truck could basically flop and it wouldn't be end of the world (especially since pickups are mainly an American affection), but missing the mark would be a huge missed opportunity. We'll see!