The cheap rentals in my city are at the airport and that makes it a pain to use them. They're not really cheap if I ascribe a sufficiently high value to my time. The ones close to me often have limited inventory and don't have a pickup truck right now.
Even at the airport, it looks like a pickup truck is $200 for the weekend. And honestly going to the airport is enough of a pain that I'm less likely to do things that require a truck as a result.
If I owned a pickup truck and kept it in a garage by my place then I would be far more likely to make last minute decisions to go camping or yard sale shopping or whatever.