On the other hand, no one today in any other part of the economy would decide they want to start a new business, with small scale, in a commodity market. Software startups rarely go up against Windows, Excel, Google search, or Amazon e-commerce.
I grew up in a farming area in the midwest, and even then (several decades ago) there was no realistic prospect of doing well, but most (not all) farmers insisted on growing corn, soy, or one of a very few other commodity crops. I'm not surprised that this doesn't work out well; it doesn't work out in any non-agricultural sector either. Small businesses have to go into niche markets, and that is not a new phenomenon. I recall reading (and hearing) almost exactly these same complaints in the 1980's, straight from the farmers, but the idea of growing other crops just made them irritable.
And then, they would cheer the arrival of a big Wal-Mart in town, and go shop there instead of the small store they had been buying from.