A lot of the new equipment is not even bought, but rather leased. The largest farms will keep rolling the leases into new equipment and then the used equipment

A lot of the new equipment is not even bought, but rather leased. The largest farms will keep rolling the leases into new equipment and then the used equipment is then put out on the used market for someone to buy. The first users do not have a whole lot of concern about legally of their ownership as their leases have them renting the equipment from the start. The users down the line may have greater concern, but they are limited to what is available on the used market. If the first generation users choose John Deere, that means they are effectively limited to John Deere.