I priced out a Lariat FX4 with the EcoBoost AWD powertrain, and optioned it out how I liked, and it came to around $37,000. I personally hate the poop-brown leatherette interior and wish there was a black or gray option. Also not an enormous fan of the 'youthful' XLT interior (and I'm 21, they missed the mark there IMO). So I priced out an XL with the 2.0 EcoBoost AWD powertrain, added all the available features I liked (4k tow pkg, all-weather floor mats, power moonroof, 110V outlet, etc, etc). I like the "onyx" interior of the XL the best, and the nail in the Lariat's coffin for me was that the XL optioned how I wanted it was only $26,000 and change. It had the powertrain I wanted and honestly more bells and whistles than I would expect for that price.
To boot, I remembered that I am also experienced with FORScan, so I can add fun features like Remote Start later on. I can also later swap in a leather steering wheel from the Lariat, change the wheels to something sportier, and make it exactly how I want it for a LOT less than paying for the Lariat. That would likely be the route I chose. Only thing you miss out on with the XL is the FX4 package really, and all that adds is just a couple drive modes and some other stuff like tires that you can change later on. Plus there's an ugly sticker on the rear quarter panels which bugs me. As I would build it into a street truck, the standard AWD works for me, and regarding entry ticket price, the XL seems like the best deal BY FAR.