"Why can't a company take the initiative and grab all the customers who value this?" They are, that's why companies like Kubota are expanding their US-based ma

"Why can't a company take the initiative and grab all the customers who value this?" They are, that's why companies like Kubota are expanding their US-based manufacturing capacity like crazy. Capital equipment like a Harvester or practically anything above credit card expense level industrial equipment is purchased on a "make or break" level of decision making. Brand inertia can only carry a company like John Deere so long before the competition eats their lunch. Remember, this is a recent (past ~5 years) development in a market where equipment is expected to last ~10 years or longer. The next time these farmers decide to buy a piece of capital equipment, I guarantee they buy the unrestricted option.