I just don't get who the market is for this. Anyone who loves Dodge or pickups will be turned off by the fact that it's not a truck anymore. Anyone who loves a luxury vehicle in that price range would be turned off by the fact it's a Dodge truck.
Yeah, it's hard to see who would actually buy this when Land Rover offers a supreme-luxury SUV at about the same price but with better cache, and with the customizable luxury editions of the Lincon Nav and Cadillac Escalade out there. (Luxury SUVs are fair comparison here, since this is no longer a pickup sans bed).
...but I don't think selling them is the point for Dodge. Its a marketing ploy to get clicks and subtly suggest that Dodge can do luxury. They'll do a very limited run, sell a few dozen (or maybe a few hundred) to people who just like the ecclecticness of it and could care less about cost, and then it will be gone.
The auto-industry is rife with examples of these LTO, 'click-bait' cars that seemingly never had a market and were only produced for a few months.