Fitzgerald’s argument is that “although individual technologies, particular pieces of legislation, new sorts of expertise, and the availability or disappearance of credit opportunities are all key to understanding what happened in twentieth-century agriculture, it is essential to grasp the overarching logic of change that was taking place in bits and pieces and the industrial system that was being constructed across the country.” This modernization was oriented toward improving “efficiency” to the ideal point when “rational management techniques” took over farm life: “Every Farm a Factory” comes from and International Harvester ad.