Crumple zones!
My buddy tried that. Built himself a big bumper, ran it into a junk minivan he was parting out and bent his frame rails. Ended up torching it all apart and rebuilding the front of the frame.
TDK had a bumper in their shop for new brackets. Hit a black angus at 70 at night. Totaled the truck, bent frame, pushed the drivetrain under the cab, bent the bedsides, etc. Bumper was fine, just needed new frame brackets for the new truck.
After using both, TDK (throttle down customs) makes a better product that looks better and their powdercoat lasts longer than 6 months. Every ranchhand up here is rusted to hell by 1 year.