A great place to work
A reason, I think, why it is hard (yet a great place) to do high-software-content development in primary industries is that executives trained in such industries are accustomed to a brutal and hard-nosed stance on:
What is Needed & What is Not Needed; What Works & What Does Not Work.
(That type of view cannot be inherited or applied in high sw content dev. work , yet it puts necessary pressure on bringing efficiency, clarity and transparency to the work)