[aalbertson]

Coming from the Farm culture/environment growing up, I can support this idea that it is in part the "non-corporate" aspect. It's very very much the personal, non-technological, Stay out of my business, get off my lawn, view points and feelings that drive some of this.

In many cases you have a "handshake and your word is your honor" system in place that drives business forward. No one is stressing about much, beyond the weather, and they have a more peaceful perspective on life in general.

That CERTAINLY has room for some technological improvement, but would have to be done in a very careful, well thought out and implemented way. Case in point, if it quits working or requires data fulltime (try getting data/cell/internet on a 10,000 acre farm in the middle of nowhere), then you will fail because even if you CAN convince a large portion of farmers to adopt the tech, once they start having enough problems with it? Out it goes, back to paper, phone calls, and a handshake.