It's a problem with so many startups. Some arrogant observer sees an industry from the outside, makes assumptions about it, maybe catches a good wave due to in

It's a problem with so many startups. Some arrogant observer sees an industry from the outside, makes assumptions about it, maybe catches a good wave due to investor money, then unsurprisingly flounders, because they didn't approach the problem as an insider with skin in the game, tackling a known problem with known customers. No, they did it as an outsider, with no tangible knowledge of the problem or the industry. And they're arrogant because among the assumptions they've made is that the incumbents are stupid. Especially if it's agriculture, "Oh I can do this so much better than those dumb hicks fooling around in the dirt." Reality sends these failed entrepreneurs home with a bruised ego, and hopefully newfound humility.