The typical commercial farmer is going to be no more concerned about the software being locked down than the CEO of a marketing firm is concerned about Adobe products being locked down. It's not the core competency. They are using the product of a third-party vendor because they don't want to have to deal with it.

But technology is expensive. That's the play here: To strip the tech so that the tractor can be sold for a fraction of the cost. And for the farmers who don't need tech, that might be appealing. They will never win over the farmers who are already buying equipment with all the bells and whistles, but there could be an opportunity to capture those who are still in something 50 years old and are looking to update to an affordable newer machine that isn't worn out.

Repairability will be the biggest concern for any potential customer. It helps that they've tried to stay as "off-the-shelf" as possible, but the article suggests they struggle to keep parts already and there is no dealer network to see that the parts are sitting where the farmers are located. John Deere is the market leader mostly because they've worked hard to make sure you can get parts as soon as you need them and not have to wait days/weeks to have it shipped from across the country/world, if they exist at all. The Belarus tractor saga taught farmers the hard lesson of what happens when the machine is cheap to buy but parts are difficult to source long ago.