The Power Wagon is not exactly new to the scene as Dodge introduced these in 2005, it's just that they redesigned the body style on all of the Dodge trucks for this year which carries over to the Power Wagon.
Just to clarify, the Power Wagon is NOT a completely different vehicle but rather just an option package added onto a Dodge 2500 series truck. Basically, you could take a regular ol' Dodge 2500 truck and swap the parts out to make it a Power Wagon with just hand tools. I'm not taking anything away from the Power Wagon as it is a really nice package and by far the most off-road capable fullsize truck offered by the factory.
A Power Wagon is $10,000 more than the very lowest base model version with no options you can get but that's not a very fair comparison. You need to compare the pricing between a Power Wagon and another Dodge truck that has all of the comparable options minus the specific Power Wagon items. I bet there would only be a $4-5,000 dollar difference at most.........and go try to add selectable lockers, gears, suspension, tires, winch, skid plate, and cover it all by the factory warranty to a new Dodge truck for the same price.