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Ford can't price it any other way, unless its a hybrid priced like an XLT and electric a bit more.
I actually side with an article placing these on the higher end of the F-150 price range.

"There are still many unknowns, but something we know all too well is that the competition could be fierce. Tesla has announced a truck, and details are nebulous, but the company has a record of fast, long-range EVs. Upstart Rivian has also previewed an electric truck with range up to 400 miles, towing capacity up to 11,000 pounds and a price range between about $70,000 and $90,000. And having seen the prototype in person, we're quite impressed."
 
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