I thought the same thing too, when it was announced. But I suspect, in addition to the price, that not being able to buy a medium or long bed version also harmed fleet sales. The short bed being the only option is probably a pretty big limitation for groups who are buying them as fleet vehicles.
Just speculation but maybe the fact the world is in an oil glut right now and with the prospect that Russian oil could re-enter global market causing even more glut caused Ford to believe that gasoline will remain fairly cheap compared to 2008 era for the next decade.
I am reading this article and thinking, darn there's going to be too many people like me trying to find these on the used market, and the prices will stay high.
Big fancy expensive powerstroke mega trucks with a person-high wall in the front look cool, and occasionally haul heavy things, but little white trucks that are busted up and 20 years old do all the duty. And those trucks drive way less than the range on the lightning each day. Once these lightnings price down to work truck level, I expect to see them on the road a long time.
it seems gas in vancouver (canada) is $4.50usd/gal ($1.18usd/liter)
that said, I'll bet the new one will be interesting for them, as I'll bet the gas motor can be used as an on-site generator which they might buy anyway.
I think the price just wasn't right.