Deere's forgotten the point of their business: to provide farmers with what they need to do their jobs. When you make the company about maximizing profit, you

Deere's forgotten the point of their business: to provide farmers with what they need to do their jobs. When you make the company about maximizing profit, you interfere with the purpose of your business. You now get in the way of your customers getting what they need and want. This has been proven by Deere, getting in the way of farmers fixing their equipment. Deere could have instead opened their business more to repair, maximizing trust and reliability with consumers. Truly maximizing their gain in the market. Instead of making themselves the most desirable business in the market, they tried to trap people into inefficient overly-expensive time-wasting processes for the short-term gain of some shareholders and some greedy shallow executives.