nobody wants an "old school" tractor that needs someone in the cab driving it. Modern highly-integrated farm equipment is a massive boost for productivity and a massive reduction in costs.
There's a different discussion to be had as to why there hasn't arisen a company that shears the sheep a bit more gently, but generally on the whole the market doesn't want the old-school tractors. This article is not the overall shape of the market. Farmers generally want to farm, not be software/hardware engineers developing their own tractor guidance systems.
As for that topic, generally markets are not as efficient, modern businesses operate at such high scales that it's extremely difficult for competitors to enter the market. It took Elon Musk to do it for the auto industry, that's the scale of funding and production that you need to compete. It's an oligopoly, not an efficient market.
techpeople like ourselves are the last ones that should be pointing fingers, we are the ones who created the whole "as a service" model, and created the basis for closed firmware that users have no right to access. It's our business models applied to a different market, and it's just as noxious when we do it.
It’s not like I can go take a look at the firmware of the processor I’m typing this on, now is it? Why doesn’t someone just start up a new CPU company that lets me see everything?
(and yeah some people like RAPTOR are trying but that’s the shape of the problem, it’s a niche desire and there’s enormous startup costs, and established players can easily drop prices for a few years and crush you, so realistically it’s not a market that can be efficient.)
Markets aren't going to do this stuff on their own. If you don't regulate them via something like right to repair, they'll skin you as roughly as they please and crush any upstart who tries to do things "the right way". Welcome to the Free Market - a truly free market is rarely "fair" to competitors or pleasant to customers.