Farmers might be interested in reclaiming the data for themselves, though. Right now, they're in a situation where John Deere uses sensors in the tires of the tractors the farmers license (they can't buy them) to get soil density and similar data as the farmers use them... then they sell that data to Monsanto and other seed companies. The farmers are completely cut out of it and can not benefit from the data. In fact, it would be against the law for them to try to intercept or peek at the data themselves.