While there continues to be a lot of hype and talk about Precision Agriculture adoption and use in Ontario, the truth is we are behind other big agriculture jurisdictions in the states and western Canada where the level of adoption is significant. Farmers in Ontario continue to be concerned about the cost of adaption relative to the benefits that can be achieved through implementation. Additionally, and rightly so, many farmers are apprehensive about the technologies being promoted by the equipment and service industries. The talk of "BIG Data" is intimidation, and rightly so when you see how many data points and types of data can be collected from the plethora of precision ag equipment.