Highway trip. My family just got home from a road trip down to SLO region in California. On our way back we stopped at the Cottage Grove, OR rest stop. The "drive summary" is the rest of the drive home - with some Portland traffic and a few traffic lights before we got home. At this point the engine is up to full operating temp, no rain, cool ambient temps, etc. etc. Ideal conditions for peak fuel economy, but it shows you what the engine is capable of - if you keep your speed at 65mph or lower. At 70mph and above the drag really starts to take its toll and the mpgs drop below 30.
That said, to better answer your initial question - I bought the diesel because:
1) No dynamic fuel management like on the V8s (every OEM that has engines that turn on/off cylinders ends up having problems)
2) Low end torque is awesome - combined with a 10 speed it tows like a champ.
3) Quieter than the V8 at highway speeds (no exhaust drone and the diesel clatter is imperceptible)
4) It's a new diesel engine designed from the ground up to have a DPF/SCR system. They "fixed" a lot of the problems other diesel engines are having with the emission systems.