The large Chevrolet lettering in the front does give the bumper a more aggressive look, kind of gels with the hood intake vent and the unique grille design. Looks like there's a shark fin antenna on the roof too.
Its part of a trend we will have to get used to. Already Ford and RAM have done this to levels that either completely turn people off or make them like these trucks even more. Too bad that in Fords case only the Raptor version get these bolder design cues.