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Recent years have seen increased investment in data-driven farming through the use of sensors (hardware), algorithms (software), and networking technologies to guide decision making. By analyzing the discourse of 34 startup company websites, we identify four future visions promoted by data-driven farming startups: the vigilant farmer who controls all aspects of her farm through data; the efficient farmer who has optimized his farm operations to be profitable and sustainable; the enlightened farmer who achieves harmony with nature via data-driven insights; and the empowered farmer who asserts ownership of her farm's data, and uses it to benefit herself and her fellow farmers. We describe each of these visions and how startups propose to achieve them. We then consider some consequences of these visions; in particular, how they might affect power relations between the farmer and other stakeholders in agriculture--farm workers, nonhumans, and the technology providers themselves.