Well.. farming equipment are high 6 figures 7 pieces of business equipment (the lifetime operating costs are definitely in the 7 figures.) These are owned and operated by people who I would expect to do this type of research and critical thinking. These aren't normie consumers buying everyday appliances or electronics.
However.. farmers are a weird bunch and they are blinded by brand loyalty or will only buy from an "American" company which ironically allowed JD to stomp all over them because of their dominant market position.
The attachment mechanism is usually standardized, so you can just switch between brands.
Nowadays a larger factor might be how close the next dealership/repair shop is. Some things are time critical, and when it breaks in this time, then you don't want to drive hours to have it fixed/get a part/ have a mechanic available.
There are some differences between the brands... And you can always be Clarkson and get a Lamborghini, even when it makes no sense ;-)
However.. farmers are a weird bunch and they are blinded by brand loyalty or will only buy from an "American" company which ironically allowed JD to stomp all over them because of their dominant market position.