Boss's dad just got a new Hemi. It was $10K less than the ecoboost, plus the cost of the leather seats. He didn't seem real keen on the Ecoboost, it only gained him a 1 MPG mileage rating jump over the hemi. But he was also watching the factory guess-o-meter for his fuel mileage. Dad told me the one well tender he deals with a lot is getting over 20 with his ecoboost, and that's with pipe fittings and tools in it.
I'll be watching for real-world (and not magazine "real-world") reviews.