Farmers don’t care who hauls as long as hopper is clean, slides are closed, and don’t overfill and spill grain. 90% of the transport is through brokers and their only goal is to get the cheapest trucking possible so they can make more money on the trade (and not pass the savings back to the farmer). If the broker starts getting complaints about the trucker from the farmers then that trucker is off the list, they don’t want to deal with that. No shortage of trucks and super Bs around, no barriers to entry. All the surplus frac sand haulers have switched to grain to keep trucks moving. Not sure I would be investing in 40 sets right now but I am sure they have done the economic justification for it.
I'm told most of the Bison customers for the hoppers, they already haul Dry and Reefer freight for them, So I would imagine this is like them adding Searcy (decks), they wanna be a "total transportation solution" for the big companies/contracts.