From the basis of reducing capital outlay, increasing pasture utilisation, improving omega3:omega6 fatty acid ratios in steroid and antibiotic free meat, and maximising productive use of marginal land - "primitive" is exactly the correct term for what Halter is aiming to achieve.
Importing corn, to feed a cow in a shed, then milk it three times a day, using a robot that breaks down regularly, and coupling it with a collar, that doesn't detect estrous more effectively than a primitive farmer who just observes his cows and isn't an expert in the maintenance of 10 robots - is the current state of modern agricultural technology.
Unfortunately the Lely salesman, the bank manager, and the farmer are unaware that maintaining multiple complex robots on farms is not profitable and that one state of the art robot to 50 cows or so is a waste of capital that only exists due to farmer subsidies and the tediousness of milk-harvesting.
Halter has the lead in this space currently because
Their collars remotely move the animals - this is a good thing when those animals evolved to graze pasture. The collar does anything the other collars do to a higher standard plus a lot of other things which are important to farming grass profitably.
Also while those Lely robots are uneconomic presently - at some point in the next 5 years - a single robot that sits in the cups on side of a rotary cowshed and milks 350 cows per hour will come on the market.
So the halter collar will move the cows to the pasture and back to the cowshed and one cost effective robot will milk them. Producing healthy food at a lower cost which is good for everybody except for subsidised corn farmers who are I feel are slowly poisoning the world.
They have some fairly decent backing, I think they secured 8m in their last round. The founder of Rocket Lab sits on their board. They are certainly doing interesting work in the agricultural space, and there is nothing wrong with primitive. We evolved for 600 million years or so and using technology that respects rather than exploits evolution is generally healthy.
The dairy-farmer in video [2] gets a subsidy from the government as does the corn farmer who supplies corn for his cows. The thing is the dairy-farmer would make more money - and everyone would be healthier if there was no subsidised corn in the system. Also one of the reasons that New Zealand farmers are innovative and produce healthier food from pasture that is cost competitive globally including delivery is, that they don't get any subsidies. None. Nothing. They eat what they kill from a natural economic and environmental system.
The good ol boys and the Europeans run farms in protected markets that are only economically viable with their taxpayers topping them up. Doesn't read like a fertile space for innovation.