The High Price of ‘FREE’

If a platform is FREE, you’re not the customer, you’re the product.

There’s no shortage of ‘free’ in agriculture today. Free weather apps. Free yield-mapping tools. Free farm management platforms. Free soil health dashboards.  Free testing.

At first glance, it sounds great, who doesn’t like saving a few bucks? Trust me, I am first in line for ‘free’  But here’s the truth most companies won’t put on their homepage:

 

If a platform is FREE, you’re not the customer, you’re the product.

 

The Hidden Economy of ‘FREE’


The digital world runs on data. Every click, upload, and GPS ping tells a story and in agriculture, that story is worth a lot of money.  When you sign up for a free tool, you’re often agreeing (sometimes buried in fine print) to let that company collect, analyze, and sell insights from your data. That data, your field boundaries, input records, and yield results, becomes a resource they can use to:

  • Build predictive models to sell insights to agribusinesses, insurers, or input suppliers.
  • Identify potential sales opportunities and feed them to a sales team.
  • Develop products priced and marketed using aggregated farmer data.


So, while you get a
free app, the company gets a gold mine of real-world information to create, package, and sell, often right back to you or your peers.

 

Why It Matters More Than You Think


You might say,
I’ve got nothing to hide. My fields aren’t a secret.  True, but the power isn’t in your individual data. It’s in aggregated, analyzed, and monetized patterns that can shape how the entire industry operates. Here’s what that actually looks like:

  1. Market Leverage: When companies know average fertilizer use, yield trends, or seed choices across thousands of farms, they gain a strategic advantage in pricing and product launches.
  2. Reduced Bargaining Power for Farmers: The same data that helps you optimize your farm could help suppliers optimize their margins at your expense.
  3. Loss of Data Control: Once your information leaves your hands, it can be copied, analyzed, and resold indefinitely. ’Deleting your account’ rarely deletes your data trail.
  4. Privacy by Assumption: Many apps claim your data is anonymized. But anonymized doesn’t always mean untraceable. With enough context, field-level data can be tied back to individual farms.

 

What FREE Is Really Costing You


The real cost of free tools isn’t always immediate, it’s long-term value leakage.  Every acre of data you give away helps someone else understand your operation, your region, and your decisions. That’s knowledge that could be used to sell inputs, influence markets, or guide competitors.  Meanwhile, independent agronomists and local businesses, the ones closest to the farm often don’t get access to that same information. It tilts the playing field toward whoever controls the data pipelines.

 

How to Protect Your Farm’s Digital Assets


You wouldn’t hand a stranger your grain contracts or financial books. Treat your farm data the same way. Here’s how to protect yourself while still taking advantage of digital tools:

  1. Read the Fine Print (seriously, read it): Before signing up, look for who owns the data, how it’s shared, and whether it can be sold or used for marketing.
  2. Choose Paid, Transparent Tools: A platform that charges a fair subscription is often one that doesn’t need to sell your information or produce a product to sell back to you or your neighbors to survive.
  3. Ask the Right Questions:
  • Can I delete my data completely if I leave?
  • Will my information ever be shared with third parties?
  • Who benefits from the insights my data helps create?
  1. Keep Local Copies: Always export your data regularly. If a platform changes ownership or shuts down, your information shouldn’t disappear with it.

 

The Bottom Line


Free
isn’t evil, but it’s rarely truly free.  When a company offers a valuable tool at no cost, they’re making money somewhere else.  And more often than not, that somewhere is leveraging your information.  So, the next time an app promises free analytics or insights, ask yourself, “If they’re not charging me money, what are they charging me?”  


In farming, we’ve learned that every input has a cost, and every decision has a consequence. The same goes for digital tools. Protect your data like you’d protect your yield because in today’s ag economy, it’s worth just as much.  My advice, find a trusted partner to work with on your data.  Someone who is independent of any products that can be your Chief Information Officer (CIO); critically thinking on the data to bring value to your operation.  For more information on an independent agronomist, visit (
https://www.blinc.com/find-a-consultant) to find your local Amplify Consultant or contact info@blinc.com to learn more. 



Luke Baker, PhD

CEO/President

Brookside Labs | Amplify Network


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