Next time you wax your truck wax the bug guard as well it will shine up like new again, the plastic tends to fade pretty quickly so you may need to keep on it more often, I also noticed that car wash bug and tar removers that they use in the summer months can do a number on them as well.
I opted for the 3M clear bra on my new expy cost a lot more but looks a lot better.
Also, my wife's Subaru Legacy we opted for the 3M shield on the entire front end. . .. I did this because I think bug deflectors only belong on trucks. I put a full 24" on the hood of the subaru (all the way up to the scoop for the intercooler). Even with this I still get rock chips on the back edge of the hood because it doesn't deflecthings up like the bug deflector, only protects what is covered.
I originally got our Auto Ventshade low profile smoke due to 5 or 6 pretty deep paint chips. Colorado has gravel on the roads 12 months a year in one way or another so I felt like the $45 would help protect the paint. I bought it when ours was only a couple of weeks old. Also, my truck (actually the wife's) is white, so the smoke really stands out. It is garaged so I don't have any fading at this point, but could see how the fading might contrast with yours. I just ordered a new AVS bug guard and a set of 4 in-channel rain deflectors for my parents' 2010 expedition on amazon for $89. Best price I could find anywhere plus free budget shipping. Both arrived in a few days.