I believe it's similar to smart phones being produced by humans at the other end of the world who live in bunk beds, have 10-12 hour shifts and barred windows + nets below so they don't jump out trying to kill themselves. Most people at this end of the world are not okay with those conditions and do not tolerate them if they know about them. But put a suit at Apple and another suit at Foxconn between the consumer and the producer and they don't know about it. When it comes out, people are appalled and Apple & Foxconn have to shift strategies or face consumers shunning them. Tillable are those suits.
Land owners are not in the business of maximizing profits at any cost, but if you approach them with a much better offer for their land, they don't see the ways how you're able to afford that offer, much like the smart phone buyer does not know why it doesn't cost $100 more. When people profit from something, they are usually not too concerned with the details and accept that things happen that they wouldn't allow if they knew about it, by turning a blind eye (blinded by the profit, you might say).
People are willing to pay more to Apple than to Foxconn for an iPhone simply because intellectual property law prevents Foxconn from realistically selling the iPhone at a lower price. When one decides the iPhone is the device for them, they have little choice but to buy it from Apple at whatever price Apple has decided to charge. If there were no such IP encumberments, Foxconn would sell an identical device for a lower price and people would quickly forget who Apple even is.
Farmers approach landowners with better offers all the time with no qualms about paying top dollar to get it. Being a farmer myself, I can tell you first hand that competition for land if fierce. Sometimes the approaching farmer is taken up on the offer, sometimes not. But I see no real indication of pent up demand that isn't being satisfied because people cannot figure out who the landowners are. There is literally a land registry, if all else fails. But rural communities are small. You already know who owns what, and conversely who farms what.
Exactly that. And while I hope this won't work because it's mostly trying to insert itself between a landowner and their neighbourhood farmer, there's probably enough less personal relationships in this space for Tillable to find a foothold, from which they'll continue "disrupting" the space.
(Worth remembering that disrupting evokes, particualrly in this context, the picture of a disruptor - a weapon used by evil Klingons and sneaky Romulans.)
Your explanation makes me think of a paraphrase I like to post: the only thing necessary for the triumph of evil is to separate good men from it with enoungh layers of indirection.
Land owners are not in the business of maximizing profits at any cost, but if you approach them with a much better offer for their land, they don't see the ways how you're able to afford that offer, much like the smart phone buyer does not know why it doesn't cost $100 more. When people profit from something, they are usually not too concerned with the details and accept that things happen that they wouldn't allow if they knew about it, by turning a blind eye (blinded by the profit, you might say).