I'd have to drive one. Reading reviews about slow shifting transmissions, loud diesel motor, and sluggish mid range power, less HP than the 2.5 gas model, but a butt load more torque...
The towing capacity doesn't impress me, my Tacoma is rated at 6400 pounds. The mileage is ok.
Towing nearly 4 tons with a truck that weighs 2 tons isn't up my alley of fun things to do. I wouldn't even considering pulling the 3 tons my Tacoma is rated for.
Price doesn't impress me either. Build and price on their website sets a 2016 Colorado crew cab long box 4x4 just shy of 41,000 dollars. Building a 2500HD Duramax crew cab long box 4x4 at just shy of 47,000 dollars. 6k more for quite a bit a lot more capability.
Prices are out of line for what you are getting.