> you're still gonna be pissed at the downtime cost of having a tech drag their ass out to wherever you are

You might be pissed that the machine malfunctioned at all, but you kind of have to accept that if you want to be in the business. It comes with the territory. But you are not going to personally travel all the way from the office out to the field to fix it. That's insanity.

The small farmer who has to do it all to make the business viable has more reason to want to fix it himself, but they live on the used market. The small farmer can't afford those new machines. Have you seen how expensive new equipment is?

And that is exactly what Ursa is gambling on here: That if they remove all but the bare necessities that they can get the price point of new down to something small farmers can actually afford. However, it remains to be seen if that is compelling enough. Not having all the modern conveniences does take its toll on your mind and body after a long day in the field. A modern-spec used machine may still be more appealing to the small farmer who has to operate his own equipment — and let's face the harsh reality here: even if you aren't personally going to operate it, hired help isn't coming if you don't give them the most luxurious equipment available. They can just as easily go work for the farm that was willing to invest in it.