Around Iowa I see these brands as well, but I don't see Kubota and New Holland as being as massive and innovative as Deere and Cat are/can be. John Deere has been notorious in the legal system in its pursuit of these locks on software. They have very good autonomy software which gets better every season, and distinguishes them from Kubota and New Holland. Their autonomy seems to be up-and-coming, but isn't in primetime just yet.
What area of the country are you in? I wonder if it is more of a geographic difference in brand choice, or if John Deere doesn't handle the local crops in your area as well.