> Equipment manufacturers collect lots and lots of data about soil, weather, yields, and other factors, which they can then share with or sell to “affiliates and suppliers.”

So a company selling seeds (with a no-reselling clause in their contracts) could buy that information, make a good guess at a farmer's profit margin, and individually adjust their pricing to the maximum that each farmer would be willing to pay.

Yet another way in which big players can abuse information asymmetry.