農(nóng)場(chǎng)上的數(shù)據(jù)化顛覆

　　2023復(fù)習(xí)正是強(qiáng)化復(fù)習(xí)階段，在考研英語(yǔ)中占了40分，所以考研英語(yǔ)閱讀是英語(yǔ)科目中重要的一項(xiàng)。名師老師曾建議過(guò)考研生需要堅(jiān)持每天泛讀10-15分鐘的英文原刊。強(qiáng)烈推薦了雜志《經(jīng)濟(jì)學(xué)人》.雜志中的文章也是考研英語(yǔ)的主要材料來(lái)源.希望考研考生認(rèn)真閱讀，快速提高考研英語(yǔ)閱讀水平。 　　Schumpeter 　　熊彼特 　　Digital disruption on the farm 　　農(nóng)場(chǎng)上的數(shù)據(jù)化顛覆 　　Managers in the most traditional of industriesdistrust a promising new technology 　　最為傳統(tǒng)的行業(yè)管理者們對(duì)前景光明的新技術(shù)疑慮重重 　　INNOVATION is a word that brings to mind small,nimble startups doing clever things with cutting-edge technology. But it is also vital in large,long-established industriesand they do not come much larger or older than agriculture.Farmers can be among the most hidebound of managers, so it is no surprise that they arenervous about a new idea called prescriptive planting, which is set to disrupt their business.In essence, it is a system that tells them with great precision which seeds to plant and howto cultivate them in each patch of land. It could be the biggest change to agriculture in richcountries since genetically modified crops. And it is proving nearly as controversial, since itraises profound questions about who owns the information on which the service is based. Italso plunges stick-in-the-mud farmers into an unfamiliar world of big data and privacybattles. 　　說(shuō)起創(chuàng)新，人們往往會(huì)想到那些規(guī)模較小，經(jīng)營(yíng)靈活的初創(chuàng)企業(yè)運(yùn)用前沿技術(shù)來(lái)做聰明透頂?shù)氖聝骸２贿^(guò)，對(duì)于那些規(guī)模龐大，歷史悠久的行業(yè)來(lái)講，創(chuàng)新也是同樣重要。農(nóng)業(yè)正是這類行業(yè)的典型。農(nóng)民可謂是最頑固的管理者也就難怪他們對(duì)規(guī)范性種植這種注定顛覆舊有業(yè)務(wù)的新概念會(huì)疑慮重重。實(shí)質(zhì)上，這個(gè)系統(tǒng)在指導(dǎo)農(nóng)民針對(duì)不同土地種植相應(yīng)作物上擁有極高精確度。在那些富裕國(guó)家中，這可謂是自轉(zhuǎn)基因作物之后的最大變革，但也同樣充滿爭(zhēng)議，因?yàn)檫@其中有一個(gè)深刻的問(wèn)題亟待解答：究竟誰(shuí)應(yīng)持有這項(xiàng)服務(wù)賴以生存的信息?這項(xiàng)技術(shù)同時(shí)也迫使一向循規(guī)蹈矩的農(nóng)民進(jìn)入充滿了大數(shù)據(jù)和隱私權(quán)爭(zhēng)議的陌生世界。 　　Monsanto s prescriptive-planting system, FieldScripts, had its first trials last year and is nowon sale in four American states. Its story begins in 2006 with a Silicon Valley startup, theClimate Corporation. Set up by two former Google employees, it used remote sensing andother cartographic techniques to map every field in America andsuperimpose on that all the climate information that it could find. By 2010 its databasecontained 150 billion soil observations and 10 trillion weather-simulation points. 　　孟山都一項(xiàng)名為FieldScript的規(guī)范性種植系統(tǒng)在去年實(shí)行了第一次試驗(yàn)，該系統(tǒng)如今已經(jīng)在美國(guó)的四個(gè)州開始銷售。這一切還得從2006年在硅谷由兩位谷歌前雇員成立的一家名為氣候公司的初創(chuàng)企業(yè)說(shuō)起。此公司運(yùn)用了遙感和其他制圖技術(shù)將美國(guó)的每片土地都描繪了下來(lái)，并且在其上又疊加了一切可用的氣候信息。截至2010年，它的數(shù)據(jù)庫(kù)涵蓋了1500億土壤觀測(cè)數(shù)據(jù)，以及十萬(wàn)億天氣仿真數(shù)據(jù)。 　　The Climate Corporation planned to use these data to sell crop insurance. But last OctoberMonsanto bought the company for about 1 billionone of the biggest takeovers of a data firmyet seen. Monsanto, the world s largest hybrid-seed producer, has a library of hundreds ofthousands of seeds, and terabytes of data on their yields. By adding these to the ClimateCorporation s soil- and-weather database, it produced a map of America which says whichseed grows best in which field, under what conditions. 　　氣候公司原本打算依靠這些數(shù)據(jù)來(lái)出售農(nóng)作物保險(xiǎn)。但是去年十月份孟山都以10億美元的價(jià)格收購(gòu)了該公司這可謂是史上最大規(guī)模的數(shù)據(jù)公司收購(gòu)交易。孟山都是世界上最大的雜交種子生產(chǎn)商，擁有幾十萬(wàn)類型的種子庫(kù)，還有達(dá)一百萬(wàn)兆規(guī)模的產(chǎn)量數(shù)據(jù)。把這些信息和氣候公司的土壤天氣數(shù)據(jù)結(jié)合，就會(huì)得到一個(gè)信息豐富的美國(guó)地圖，你可以在上面看出不同種類的種子在什么地段、什么條件下長(zhǎng)勢(shì)最好。 　　FieldScripts uses all these data to run machines made by Precision Planting, a companyMonsanto bought in 2023, which makes seed drills and other devices pulled along behindtractors. Planters have changed radically since they were simple boxes that pushed seedsinto the soil at fixed intervals. Some now steer themselves using GPS. Monsanto s, loadedwith data, can plant a field with different varieties at different depths and spacings, varying allthis according to the weather. It is as if a farmer can know each of his plants by name. 　　FieldScripts 使用所有的這些數(shù)據(jù)來(lái)運(yùn)行由Precusion Planting制造的設(shè)備。該公司在2023年被孟山都收購(gòu)，專門制造位于拖拉機(jī)后部，同步運(yùn)行的播種機(jī)和其他設(shè)備。比起原先簡(jiǎn)陋的盒子結(jié)構(gòu)和等間距播種功能，到如今播種機(jī)已經(jīng)發(fā)生了翻天覆地的變化。其中一些能夠利用GPS來(lái)引導(dǎo)自己。孟山都的產(chǎn)品經(jīng)過(guò)數(shù)據(jù)加載，能夠根據(jù)天氣的變化進(jìn)行不同深度、不同間距以及不同品種的播種活動(dòng)。其準(zhǔn)確程度很高，如同一位農(nóng)夫能將各個(gè)作物熟記于心。 　　Prescriptive planting is catching on fast. Last November another seed producer, Du PontPioneer, linked up with a farm-machinery maker, John Deere, to beam advice on seeds andfertilisers to farmers in the field. A farm-supply co-operative, Land O Lakes, boughtGeosys, a satellite-imaging company, in December 2023, to boost its farm-data business. 　　規(guī)范性種植正在迎頭趕上。去年十一月份，另一個(gè)種子生產(chǎn)商杜邦先鋒同農(nóng)場(chǎng)機(jī)械制造商約翰迪爾聯(lián)手給農(nóng)民提供種子和化肥方面的指導(dǎo)。名為L(zhǎng)and O Lakes農(nóng)場(chǎng)供應(yīng)合作社于2023年12月收購(gòu)了衛(wèi)星成像公司Geosys以提高其農(nóng)場(chǎng)的數(shù)據(jù)業(yè)務(wù)。 　　The benefits are clear. Farmers who have tried Monsanto s system say it has pushed up yieldsby roughly 5% over two years, a feat no other single intervention could match. The seedcompanies think providing more data to farmers could increase America s maize yield from160 bushels an acre to 200 bushelsgiving a terrific boost to growers meagre margins. 　　其中的好處顯而易見。那些試用過(guò)孟山都系統(tǒng)的農(nóng)民交口稱贊，聲稱過(guò)去兩年的產(chǎn)量因此而上升了5%左右，這一成就無(wú)可匹敵。種子公司認(rèn)為給農(nóng)民提供更多的數(shù)據(jù)能夠把美國(guó)的玉米產(chǎn)量從160蒲式耳每英畝增加至200蒲式耳這對(duì)于一向薄利的農(nóng)民來(lái)說(shuō)是個(gè)大好消息。 　　But the story of prescriptive planting is also a cautionary tale about the conflicts that arisewhen data entrepreneurs meet old-fashioned businessfolk. Farmers might be expected tohave mixed feelings about the technology anyway: although it boosts yields, it reduces therole of discretion and skill in farmingtheir core competence. However, the biggerproblem is that farmers distrust the companies peddling this new method. They fear that thestream of detailed data they are providing on their harvests might be misused. Theircommercial secrets could be sold, or leak to rival farmers; the prescriptive-planting firmsmight even use the data to buy underperforming farms and run them in competition withthe farmers; or the companies could use the highly sensitive data on harvests to trade onthe commodity markets, to the detriment of farmers who sell into those markets. 　　不過(guò)，當(dāng)熟識(shí)數(shù)據(jù)的企業(yè)家們遇上傳統(tǒng)的生意人，規(guī)范性種植這一傳奇也會(huì)因其中的火藥味變得扣人心弦。農(nóng)民們對(duì)于這項(xiàng)技術(shù)本來(lái)就是喜憂參半：雖然產(chǎn)量有所提高，但是這卻使得他們的核心競(jìng)爭(zhēng)力用于種植的判斷力和技藝變得無(wú)足輕重了。不過(guò)，更大的問(wèn)題是農(nóng)民對(duì)于兜售這項(xiàng)新技術(shù)的不信任。他們擔(dān)心自己所提供的收成的詳細(xì)數(shù)據(jù)可能會(huì)被濫用。他們的商業(yè)機(jī)密可能會(huì)被出售、或者泄露給競(jìng)爭(zhēng)對(duì)手;這些指令種植企業(yè)甚至可能利用這些信息去收購(gòu)那些表現(xiàn)欠佳的 農(nóng)場(chǎng)，使其成為不可忽視的競(jìng)爭(zhēng)勢(shì)力;它們還有可能利用這些高度敏感的數(shù)據(jù)在大宗期貨市場(chǎng)上交易，從而給在此市場(chǎng)中作為賣方的農(nóng)民造成損失。 　　Looking a gift horse in the mouth 　　吹毛求疵 　　In response to such worries, the American Farm Bureau, the country s largest organisationof farmers and ranchers, is drawing up a code of conduct, saying that farmers own andcontrol their data; that companies may not use the information except for the purpose forwhich it was given; and that they must not sell or give it to third parties. The companiesagree with those principles, though so far their contracts with farmers do not always embodythem. Also, once data have been sent and anonymised, farmers might be said no longer toown them, so it is not clear what rights to them they still have. For this reason and others,some Texan farmers have banded together to form the Grower Information ServicesCo-operative, to negotiate with the data providers. 　　為了安撫農(nóng)民的擔(dān)憂，作為全國(guó)最大的農(nóng)牧場(chǎng)主組織的美國(guó)農(nóng)場(chǎng)局正在起草一項(xiàng)行為守則，使農(nóng)民對(duì)他們的數(shù)據(jù)有擁有權(quán)和控制權(quán)，那些規(guī)范性種植公司僅能把數(shù)據(jù)用于初衷，而且不能夠把數(shù)據(jù)出售或者贈(zèng)與第三方。公司們紛紛表示同意遵守，但是到目前為止，這些原則卻并沒(méi)有體現(xiàn)在和農(nóng)民簽訂的合同中。此外，一旦數(shù)據(jù)被出售并且匿去原有者名字，農(nóng)民們可能就不再享有所有權(quán)，那么對(duì)于其他權(quán)利的討論就會(huì)變得模糊。由于這種種的原因，一些德州農(nóng)民聯(lián)合成立了種植者信息服務(wù)合作社以同數(shù)據(jù)提供者們進(jìn)行談判。 　　Another worry is that, since the companies have not yet made the data fully portable,farmers may become locked into doing business with a single provider. To assuage all theseconcerns, the Climate Corporation has set up a free data-storage service for farmers, whichothers cannot access without the farmers permission. New niche data-management firmsare entering the market, which should help make it more competitive. 　　另外使人擔(dān)心的則是由于這些公司還未使數(shù)據(jù)完全便攜化，農(nóng)民們可能只能和單一供應(yīng)商進(jìn)行交易。為解決此問(wèn)題，氣候公司已經(jīng)為農(nóng)民建立了免費(fèi)的數(shù)據(jù)存儲(chǔ)服務(wù)，訪問(wèn)者必須具有農(nóng)民的授權(quán)。新的利基數(shù)據(jù)管理公司正在紛紛涌入市場(chǎng)，從而使其擁有更多的 競(jìng)爭(zhēng)性。 　　For the time being, though, the biggest companies will dominate prescriptive planting. Theycollect the most comprehensive data and make better use of them than anyone else. Andthat raises a problem which affects big data in all its forms. Prescriptive planting could boostyields everywhere, just as mass, anonymised patient records could improve health care. Butits success depends on service providers persuading users to trust them.If the users think they are taking a disproportionate share of the risks while firms are gettingan excessive chunk of the benefits, trust will remain in short supply. 　　不過(guò)就目前看來(lái)，最大的幾家公司將主導(dǎo)規(guī)范性種植市場(chǎng)。比起其他任何公司，他們將有能力收集最為全面的數(shù)據(jù)，并且能更好的利用這些數(shù)據(jù)。而這將會(huì)引起足以影響所有形式的大數(shù)據(jù)的問(wèn)題。如同大量匿名病人的記錄能夠改善醫(yī)療保健系統(tǒng)一樣，規(guī)范性種植也將提高各地產(chǎn)量。然而此舉能否成功將依賴于服務(wù)供應(yīng)商能夠說(shuō)服用戶以建立信任關(guān)系。如果使用者認(rèn)為自己所負(fù)擔(dān)的風(fēng)險(xiǎn)大得不成比例，而供應(yīng)商們得到了太多好處，那么信任關(guān)系很難成立。 　　詞語(yǔ)解釋 　　1.set to 開始 　　Putin appears set to change all that. 　　但普京明顯開始著手要改變這一切。 　　The fight looks set to drag on. 　　看來(lái)這將會(huì)是一場(chǎng)持久戰(zhàn)。 　　2.change to 變成，換成 　　More traumatic change to the code has come from external pressures. 　　對(duì)這種規(guī)范更有傷害性的改變則源自外來(lái)壓力。 　　Now mr brewer s final request has brought another change to texas justice. 　　如今，布魯爾先生最后的晚餐之請(qǐng)求使德州的司法又一次被改變。 　　3.plan to 打算,計(jì)劃 　　As ceo, what do you plan to reduce? 　　如今作為CEO，你計(jì)劃在哪些方面進(jìn)行簡(jiǎn)化? 　　Despite u.s. unemployment hovering around 9.2%, 83% of u.s. start-ups plan to hire in2011. 　　盡管美國(guó)失業(yè)率仍徘徊在9.2%居高不下，但83%的美國(guó)初創(chuàng)公司已計(jì)劃于2011年招兵買馬。 　　4.push into 推進(jìn)，推動(dòng) 　　Japanese firms push into emerging markets 　　經(jīng)濟(jì)學(xué)人日本企業(yè)推進(jìn)新興市場(chǎng)。 　　The push into brazil and china follows img s success in india. 　　進(jìn)入巴西和中國(guó)市場(chǎng)之前，img在印度大獲成功。

　　2023復(fù)習(xí)正是強(qiáng)化復(fù)習(xí)階段，在考研英語(yǔ)中占了40分，所以考研英語(yǔ)閱讀是英語(yǔ)科目中重要的一項(xiàng)。名師老師曾建議過(guò)考研生需要堅(jiān)持每天泛讀10-15分鐘的英文原刊。強(qiáng)烈推薦了雜志《經(jīng)濟(jì)學(xué)人》.雜志中的文章也是考研英語(yǔ)的主要材料來(lái)源.希望考研考生認(rèn)真閱讀，快速提高考研英語(yǔ)閱讀水平。 　　Schumpeter 　　熊彼特 　　Digital disruption on the farm 　　農(nóng)場(chǎng)上的數(shù)據(jù)化顛覆 　　Managers in the most traditional of industriesdistrust a promising new technology 　　最為傳統(tǒng)的行業(yè)管理者們對(duì)前景光明的新技術(shù)疑慮重重 　　INNOVATION is a word that brings to mind small,nimble startups doing clever things with cutting-edge technology. But it is also vital in large,long-established industriesand they do not come much larger or older than agriculture.Farmers can be among the most hidebound of managers, so it is no surprise that they arenervous about a new idea called prescriptive planting, which is set to disrupt their business.In essence, it is a system that tells them with great precision which seeds to plant and howto cultivate them in each patch of land. It could be the biggest change to agriculture in richcountries since genetically modified crops. And it is proving nearly as controversial, since itraises profound questions about who owns the information on which the service is based. Italso plunges stick-in-the-mud farmers into an unfamiliar world of big data and privacybattles. 　　說(shuō)起創(chuàng)新，人們往往會(huì)想到那些規(guī)模較小，經(jīng)營(yíng)靈活的初創(chuàng)企業(yè)運(yùn)用前沿技術(shù)來(lái)做聰明透頂?shù)氖聝骸２贿^(guò)，對(duì)于那些規(guī)模龐大，歷史悠久的行業(yè)來(lái)講，創(chuàng)新也是同樣重要。農(nóng)業(yè)正是這類行業(yè)的典型。農(nóng)民可謂是最頑固的管理者也就難怪他們對(duì)規(guī)范性種植這種注定顛覆舊有業(yè)務(wù)的新概念會(huì)疑慮重重。實(shí)質(zhì)上，這個(gè)系統(tǒng)在指導(dǎo)農(nóng)民針對(duì)不同土地種植相應(yīng)作物上擁有極高精確度。在那些富裕國(guó)家中，這可謂是自轉(zhuǎn)基因作物之后的最大變革，但也同樣充滿爭(zhēng)議，因?yàn)檫@其中有一個(gè)深刻的問(wèn)題亟待解答：究竟誰(shuí)應(yīng)持有這項(xiàng)服務(wù)賴以生存的信息?這項(xiàng)技術(shù)同時(shí)也迫使一向循規(guī)蹈矩的農(nóng)民進(jìn)入充滿了大數(shù)據(jù)和隱私權(quán)爭(zhēng)議的陌生世界。 　　Monsanto s prescriptive-planting system, FieldScripts, had its first trials last year and is nowon sale in four American states. Its story begins in 2006 with a Silicon Valley startup, theClimate Corporation. Set up by two former Google employees, it used remote sensing andother cartographic techniques to map every field in America andsuperimpose on that all the climate information that it could find. By 2010 its databasecontained 150 billion soil observations and 10 trillion weather-simulation points. 　　孟山都一項(xiàng)名為FieldScript的規(guī)范性種植系統(tǒng)在去年實(shí)行了第一次試驗(yàn)，該系統(tǒng)如今已經(jīng)在美國(guó)的四個(gè)州開始銷售。這一切還得從2006年在硅谷由兩位谷歌前雇員成立的一家名為氣候公司的初創(chuàng)企業(yè)說(shuō)起。此公司運(yùn)用了遙感和其他制圖技術(shù)將美國(guó)的每片土地都描繪了下來(lái)，并且在其上又疊加了一切可用的氣候信息。截至2010年，它的數(shù)據(jù)庫(kù)涵蓋了1500億土壤觀測(cè)數(shù)據(jù)，以及十萬(wàn)億天氣仿真數(shù)據(jù)。 　　The Climate Corporation planned to use these data to sell crop insurance. But last OctoberMonsanto bought the company for about 1 billionone of the biggest takeovers of a data firmyet seen. Monsanto, the world s largest hybrid-seed producer, has a library of hundreds ofthousands of seeds, and terabytes of data on their yields. By adding these to the ClimateCorporation s soil- and-weather database, it produced a map of America which says whichseed grows best in which field, under what conditions. 　　氣候公司原本打算依靠這些數(shù)據(jù)來(lái)出售農(nóng)作物保險(xiǎn)。但是去年十月份孟山都以10億美元的價(jià)格收購(gòu)了該公司這可謂是史上最大規(guī)模的數(shù)據(jù)公司收購(gòu)交易。孟山都是世界上最大的雜交種子生產(chǎn)商，擁有幾十萬(wàn)類型的種子庫(kù)，還有達(dá)一百萬(wàn)兆規(guī)模的產(chǎn)量數(shù)據(jù)。把這些信息和氣候公司的土壤天氣數(shù)據(jù)結(jié)合，就會(huì)得到一個(gè)信息豐富的美國(guó)地圖，你可以在上面看出不同種類的種子在什么地段、什么條件下長(zhǎng)勢(shì)最好。 　　FieldScripts uses all these data to run machines made by Precision Planting, a companyMonsanto bought in 2023, which makes seed drills and other devices pulled along behindtractors. Planters have changed radically since they were simple boxes that pushed seedsinto the soil at fixed intervals. Some now steer themselves using GPS. Monsanto s, loadedwith data, can plant a field with different varieties at different depths and spacings, varying allthis according to the weather. It is as if a farmer can know each of his plants by name. 　　FieldScripts 使用所有的這些數(shù)據(jù)來(lái)運(yùn)行由Precusion Planting制造的設(shè)備。該公司在2023年被孟山都收購(gòu)，專門制造位于拖拉機(jī)后部，同步運(yùn)行的播種機(jī)和其他設(shè)備。比起原先簡(jiǎn)陋的盒子結(jié)構(gòu)和等間距播種功能，到如今播種機(jī)已經(jīng)發(fā)生了翻天覆地的變化。其中一些能夠利用GPS來(lái)引導(dǎo)自己。孟山都的產(chǎn)品經(jīng)過(guò)數(shù)據(jù)加載，能夠根據(jù)天氣的變化進(jìn)行不同深度、不同間距以及不同品種的播種活動(dòng)。其準(zhǔn)確程度很高，如同一位農(nóng)夫能將各個(gè)作物熟記于心。 　　Prescriptive planting is catching on fast. Last November another seed producer, Du PontPioneer, linked up with a farm-machinery maker, John Deere, to beam advice on seeds andfertilisers to farmers in the field. A farm-supply co-operative, Land O Lakes, boughtGeosys, a satellite-imaging company, in December 2023, to boost its farm-data business. 　　規(guī)范性種植正在迎頭趕上。去年十一月份，另一個(gè)種子生產(chǎn)商杜邦先鋒同農(nóng)場(chǎng)機(jī)械制造商約翰迪爾聯(lián)手給農(nóng)民提供種子和化肥方面的指導(dǎo)。名為L(zhǎng)and O Lakes農(nóng)場(chǎng)供應(yīng)合作社于2023年12月收購(gòu)了衛(wèi)星成像公司Geosys以提高其農(nóng)場(chǎng)的數(shù)據(jù)業(yè)務(wù)。 　　The benefits are clear. Farmers who have tried Monsanto s system say it has pushed up yieldsby roughly 5% over two years, a feat no other single intervention could match. The seedcompanies think providing more data to farmers could increase America s maize yield from160 bushels an acre to 200 bushelsgiving a terrific boost to growers meagre margins. 　　其中的好處顯而易見。那些試用過(guò)孟山都系統(tǒng)的農(nóng)民交口稱贊，聲稱過(guò)去兩年的產(chǎn)量因此而上升了5%左右，這一成就無(wú)可匹敵。種子公司認(rèn)為給農(nóng)民提供更多的數(shù)據(jù)能夠把美國(guó)的玉米產(chǎn)量從160蒲式耳每英畝增加至200蒲式耳這對(duì)于一向薄利的農(nóng)民來(lái)說(shuō)是個(gè)大好消息。 　　But the story of prescriptive planting is also a cautionary tale about the conflicts that arisewhen data entrepreneurs meet old-fashioned businessfolk. Farmers might be expected tohave mixed feelings about the technology anyway: although it boosts yields, it reduces therole of discretion and skill in farmingtheir core competence. However, the biggerproblem is that farmers distrust the companies peddling this new method. They fear that thestream of detailed data they are providing on their harvests might be misused. Theircommercial secrets could be sold, or leak to rival farmers; the prescriptive-planting firmsmight even use the data to buy underperforming farms and run them in competition withthe farmers; or the companies could use the highly sensitive data on harvests to trade onthe commodity markets, to the detriment of farmers who sell into those markets. 　　不過(guò)，當(dāng)熟識(shí)數(shù)據(jù)的企業(yè)家們遇上傳統(tǒng)的生意人，規(guī)范性種植這一傳奇也會(huì)因其中的火藥味變得扣人心弦。農(nóng)民們對(duì)于這項(xiàng)技術(shù)本來(lái)就是喜憂參半：雖然產(chǎn)量有所提高，但是這卻使得他們的核心競(jìng)爭(zhēng)力用于種植的判斷力和技藝變得無(wú)足輕重了。不過(guò)，更大的問(wèn)題是農(nóng)民對(duì)于兜售這項(xiàng)新技術(shù)的不信任。他們擔(dān)心自己所提供的收成的詳細(xì)數(shù)據(jù)可能會(huì)被濫用。他們的商業(yè)機(jī)密可能會(huì)被出售、或者泄露給競(jìng)爭(zhēng)對(duì)手;這些指令種植企業(yè)甚至可能利用這些信息去收購(gòu)那些表現(xiàn)欠佳的 農(nóng)場(chǎng)，使其成為不可忽視的競(jìng)爭(zhēng)勢(shì)力;它們還有可能利用這些高度敏感的數(shù)據(jù)在大宗期貨市場(chǎng)上交易，從而給在此市場(chǎng)中作為賣方的農(nóng)民造成損失。 　　Looking a gift horse in the mouth 　　吹毛求疵 　　In response to such worries, the American Farm Bureau, the country s largest organisationof farmers and ranchers, is drawing up a code of conduct, saying that farmers own andcontrol their data; that companies may not use the information except for the purpose forwhich it was given; and that they must not sell or give it to third parties. The companiesagree with those principles, though so far their contracts with farmers do not always embodythem. Also, once data have been sent and anonymised, farmers might be said no longer toown them, so it is not clear what rights to them they still have. For this reason and others,some Texan farmers have banded together to form the Grower Information ServicesCo-operative, to negotiate with the data providers. 　　為了安撫農(nóng)民的擔(dān)憂，作為全國(guó)最大的農(nóng)牧場(chǎng)主組織的美國(guó)農(nóng)場(chǎng)局正在起草一項(xiàng)行為守則，使農(nóng)民對(duì)他們的數(shù)據(jù)有擁有權(quán)和控制權(quán)，那些規(guī)范性種植公司僅能把數(shù)據(jù)用于初衷，而且不能夠把數(shù)據(jù)出售或者贈(zèng)與第三方。公司們紛紛表示同意遵守，但是到目前為止，這些原則卻并沒(méi)有體現(xiàn)在和農(nóng)民簽訂的合同中。此外，一旦數(shù)據(jù)被出售并且匿去原有者名字，農(nóng)民們可能就不再享有所有權(quán)，那么對(duì)于其他權(quán)利的討論就會(huì)變得模糊。由于這種種的原因，一些德州農(nóng)民聯(lián)合成立了種植者信息服務(wù)合作社以同數(shù)據(jù)提供者們進(jìn)行談判。 　　Another worry is that, since the companies have not yet made the data fully portable,farmers may become locked into doing business with a single provider. To assuage all theseconcerns, the Climate Corporation has set up a free data-storage service for farmers, whichothers cannot access without the farmers permission. New niche data-management firmsare entering the market, which should help make it more competitive. 　　另外使人擔(dān)心的則是由于這些公司還未使數(shù)據(jù)完全便攜化，農(nóng)民們可能只能和單一供應(yīng)商進(jìn)行交易。為解決此問(wèn)題，氣候公司已經(jīng)為農(nóng)民建立了免費(fèi)的數(shù)據(jù)存儲(chǔ)服務(wù)，訪問(wèn)者必須具有農(nóng)民的授權(quán)。新的利基數(shù)據(jù)管理公司正在紛紛涌入市場(chǎng)，從而使其擁有更多的 競(jìng)爭(zhēng)性。 　　For the time being, though, the biggest companies will dominate prescriptive planting. Theycollect the most comprehensive data and make better use of them than anyone else. Andthat raises a problem which affects big data in all its forms. Prescriptive planting could boostyields everywhere, just as mass, anonymised patient records could improve health care. Butits success depends on service providers persuading users to trust them.If the users think they are taking a disproportionate share of the risks while firms are gettingan excessive chunk of the benefits, trust will remain in short supply. 　　不過(guò)就目前看來(lái)，最大的幾家公司將主導(dǎo)規(guī)范性種植市場(chǎng)。比起其他任何公司，他們將有能力收集最為全面的數(shù)據(jù)，并且能更好的利用這些數(shù)據(jù)。而這將會(huì)引起足以影響所有形式的大數(shù)據(jù)的問(wèn)題。如同大量匿名病人的記錄能夠改善醫(yī)療保健系統(tǒng)一樣，規(guī)范性種植也將提高各地產(chǎn)量。然而此舉能否成功將依賴于服務(wù)供應(yīng)商能夠說(shuō)服用戶以建立信任關(guān)系。如果使用者認(rèn)為自己所負(fù)擔(dān)的風(fēng)險(xiǎn)大得不成比例，而供應(yīng)商們得到了太多好處，那么信任關(guān)系很難成立。 　　詞語(yǔ)解釋 　　1.set to 開始 　　Putin appears set to change all that. 　　但普京明顯開始著手要改變這一切。 　　The fight looks set to drag on. 　　看來(lái)這將會(huì)是一場(chǎng)持久戰(zhàn)。 　　2.change to 變成，換成 　　More traumatic change to the code has come from external pressures. 　　對(duì)這種規(guī)范更有傷害性的改變則源自外來(lái)壓力。 　　Now mr brewer s final request has brought another change to texas justice. 　　如今，布魯爾先生最后的晚餐之請(qǐng)求使德州的司法又一次被改變。 　　3.plan to 打算,計(jì)劃 　　As ceo, what do you plan to reduce? 　　如今作為CEO，你計(jì)劃在哪些方面進(jìn)行簡(jiǎn)化? 　　Despite u.s. unemployment hovering around 9.2%, 83% of u.s. start-ups plan to hire in2011. 　　盡管美國(guó)失業(yè)率仍徘徊在9.2%居高不下，但83%的美國(guó)初創(chuàng)公司已計(jì)劃于2011年招兵買馬。 　　4.push into 推進(jìn)，推動(dòng) 　　Japanese firms push into emerging markets 　　經(jīng)濟(jì)學(xué)人日本企業(yè)推進(jìn)新興市場(chǎng)。 　　The push into brazil and china follows img s success in india. 　　進(jìn)入巴西和中國(guó)市場(chǎng)之前，img在印度大獲成功。