In 2012, 75% of the 2 million farms in the US produced a paltry three percent of total revenue. In fact, their average annual income was less than $40k per farm, and most of that was from "non-farm" income, like subsidies, retirement income, etc.
John Deere couldn't care less about those farmers -- the money obviously lies elsewhere. Their real target for this action was the three percent of farms (classed "large" or "very large" by the US Dept of Agriculture) that accounted for a whopping 52 percent of all production and 66.4% of agricultural revenue in the US.
So -- John Deere isn't going to worry about a bunch of hayseeds hacking their tractors, not even 2.5 million of them -- they are not a significant revenue source now, and based on concentration trends in the US agriculture market, they are going to disappear entirely. With this action John Deere is sending a message to those three percent of farms that account for two-thirds of all farm revenue: John Deere will not tolerate competition from their own customers when it comes to fixing broke tractors.
Marx was right about one thing -- owning the means of production (he called it "tools"; we call it hardware, now) is one of the two keys to capitalist success, and in a largely mechanized and automated industry like agriculture, that means owning the firmware, and through it, the hardware. Ironically, killing competition is the other key, and John Deere has apparently grokked both keys rightly.
Note: this is a slightly updated version of a post I made a year and a half ago on a slashdot story about John Deer cracking down on farmers using Ukrainian firmware on their tractors to dodge John Deere's $240 + $130/hr fee to have a John Deer engineer "authorize" repairs.