Since the more advanced machinery costs more, a customer would not buy it unless it saves them money, thus a significant enough amount of the savings must be re

Since the more advanced machinery costs more, a customer would not buy it unless it saves them money, thus a significant enough amount of the savings must be realized by the customer after the increased cost to have any reasonable chance of market success: the farmer must win as well or the product is doomed. In this way, the market does keep a company honest. Farmers are absolutely incredible businessman, they will have nothing to do with technology that only makes money for somebody else. Also, we generally sell our equipment and the vast majority is customer or Ag service provider owned.