F-150 people don't strike me as the type to accept anything really innovative like the lightning.
Ford wasn't counting on people switching from gas F-150s to the Lightning. They were counting on the F-150 name helping to sell their new product. This has essentially been effective, in that they sold about as many of those as they reasonably could have hoped to have done. People who bought them generally seem very happy with them, though not very many people were ever going to be in the market for that vehicle.
With that said, Ford should have parlayed that success into a lighter, cheaper EV pickup. Call it the F-100 Lightning. I'd guess they haven't been able to execute on the supply parts of the picture, and that's the real reason it hasn't happened. It took Tesla a while to get into the swing of having battery supply at a good cost. Ford simply isn't there yet, so they are using protectionism to delay the progress of the entire market in an effort to to catch up.