Have you seen what some less tech-savvy small business owners write themselves as content for their site? Not sure that all of them would recognise exceptionally poor material, especially when they're told by their web developer that it's important to get more content up on their site.
I have to disagree, because I don't see what being tech-savvy has to do with it.
There are therapists, landscapers, used car dealers, craftsmen, accountants, etc. All kinds of people are small business owners and have company blogs. Maybe they fumble around their website, but they can tell when the written content of an article on their topic (landscaping, accounting, etc.) is junk.
The tricky thing about content farms, is that it's sometimes hard for humans to tell the crap content from the real content. There is an entire industry of people who will, for $50, give you 500 words on pretty much any topic that you want, and make it sound reasonable - even sometimes without completely plagiarizing Wikipedia.
