The way i look at it a brand new 1/2 ton truck is going to set you back what, 40-50k+? I haven't priced them in a few years but the last time I did I was shocked at what a bare-bones 1/2 ton costs these days.
If you take that same budget and put it into a bronco you're going to have a really nice ride that will hold its value better than that brand new truck.
Granted you don't have the same comforts, towing capacity, bed space, or warranty that a new truck has but there's something about building your daily driver with your own two hands that is incredibly satisfying.
That's my justification at least