Its John Deere of all companies whom are pushing this. They are trying to claim you don't actually "own" their farm tractors but only pay for the useage of it.
The actually of it is that the DMCA act does make it illegal to modify the computer which runs a auto, tractor or what ever as its protected under that law. It's just none of the car manufacturers have really pushed it as it would make a large segment of aftermarket car products illegal.
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