Correct, but that data is hard to enumerate and quantify. Long-term sustained contact with decision makers are also a relatively small cabal and notoriously fi

Correct, but that data is hard to enumerate and quantify. Long-term sustained contact with decision makers are also a relatively small cabal and notoriously fickle (IMO). It's hard to sell people something new when their margins are very small and the risk of failure is high even when you do _everything_ right (weather). Thus, these decision makers usually go with what has worked in past and are extremely cautious to try something new. That mindset contributes to some serious moats in ag (tractors, seed, chemical, fert companies).