It was a big thing too back in the 2006 era when I bought the 2006 sierra. Although the engraving was better and harder to spot. Most of the dealers were doing it to
rape a few more dollars out of the customer. Adding it to the sticker as a dealer installed option for $150, rolmfao.
The truck was sitting there for quite a while so told them I wasn't paying for it or the crapping bedliner. Made them change the tailgate for one that didn't have holes drilled in it for the tailgate bedliner piece. They're slick operators.