QOTD: Is This the New 5 MPH Bumper?

So what’s going on here? The really odd thing is that just a few hours before I saw this GM truck sporting a 1974-grade bumper, I saw a Ford F-250 sporting similar protrusions on the front and back ends, but couldn’t peel off a shot. What’s doubly odd is that pickups were of course exempt from the old 5 mile bumper standard.

I even tried Googling “extended front bumper for pickup” but didn’t find anything quite like this. Anybody got the lowdown?