“…However, since John Deere also owns the data that its machines generate, farmers cannot see the data being sent to John Deere unless they buy it back. Some farmers believe that they should own the data and be compensated if John Deere uses it to make business decisions (Woodard et al, 2017). In a survey performed by Farm Industry News, farmers expressed a desire to be in control of their data and were concerned about how their data may be used (Farm Industry News, 2016).…”