You are correct Ron, Ford is finally trying to get competitive. I don't think they will ever reach the popularity of LS engines though. They sound way cooler in my opinion, and the blown 5.4 is awesome, but packaging it is going to discourage a ton of people. These mod motors are HUGE and are not simply a bolt in affair like LS engines are.
Also, the Coyote is a good deal but Ford motors are still expensive. If you want 500-600 horsepower out of a mod motor with an aluminum block you're looking at spending about 15 grand or more.
Matt
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