Every penny counts to some people, especially farmers.
Not just for farmers, every person running their own business pinches every penny. I'm a contractor and pull around a utility trailer half the time, I went with a ram because it was cheaper and has a good reputation. But I wasn't happy with the mileage it was getting unloaded, so I had to make some sacrifices and get different tires even thought the ones on it were perfectly good. If I thought I could get a lot better mileage and get away with it I would cut out some of the emissions crap too, all those dollars going right out the tailpipe isn't fun.