Being completely ignorant of the topic I imagine it goes like this.

I can sell you gmo seed that will give you double the harvest of the seed you currently buy.

However I’m charging you a hefty price equivalent to 80% of the profit that you’re making when all is said and done. You’re only making 20% more money at the end of the year but if you don’t take my offer, I can just sell it to one of your competitors.

By the time the product makes its way to the consumer, the price has probably only gone down a minuscule amount, if at all as I imagine it’s a competitive business and if you suddenly have a 20% increase in your profits, you’ll probably find yourself allocating it things the consumer doesn’t see like paying increased wages and replacing your old piece of shit tractor.