I think even the people that DO know about the side-opening gate don't fully realize the benefits regarding access to the bed itself. It's a real back saver when loading/unloading heavy bags, pavers, etc.A while back they were advertising the heck out of the tailgate with a fold-down step - maybe Chevy, GM or both? - and every time it came on I'd think "That's all ya got? Not even a swinging gate?".
Most people have no idea about that or the hidden trunk. In 2011 when I met a couple guys at the golf course in my new-to-me 2007 RL they were stunned when I swung the tailgate open, opened the trunk and pulled my clubs out....nearly speechless.