I did some further research last night and discovered 2 things:
1. Large entities generally seem to have a "targetable frame" thats considerably smaller than the "collision box"
I couldnt make the policecar from the store display a message with "pickobject" as long as I used "plrdistwithin=60" (which works for chars and weapon pickups)
As soon as I switched to "plrdistwithin=100" the message displayed when coming from the SIDE of the car.
Only with "plrdistwithin=200" could I get the message displayed from all sides and angles.
2. *Flat* objects like the keys, books or the binocular I used seem to have a decal-thin "targetable frame" so its hard to make "pickobject" work when only the flat side can be targeted. When the binoculars where standing upright on a shelf above eye level, it worked, while the flat-lying binocular did not display the message.
BUT: increasing the "plrdistwithin" also brought better results.
Alwyas active did have nothing to do with it but thanks for the hint.
In case you find my grammar and spelling weird ---> native German speaker ^^