If Ford wanted to put a diesel in the F150, they already have the Federalized 3.2 PSD that's going into the Transit van. Right now, their estimation is that the ROI on half-ton diesels isn't there, particularly when they can hit payload, towing, and mileage targets with engines that can be amortized across multiple vehicle lines.
Thing is that the targets are being moved up by Ram with this new offering.