You aren't thick, but it is probably uniquely American.

American society swings more to their unique brand of "right" the more rural the area. That wing of the population has a list of the evil "thems" they blame for all their problems (never of their own making). An example is their insistence that collective health is not a social responsibility in the manner of public health care, then in the next breath they whinge about the cost of private health care. I think what they want is everything given them for free. No charge and no taxes too.

Anyway, amongst the evil "thems" on their list of oppressors are the pharmaceutical companies, collectively derided as "big pharm".

Someone saw a pun that would appeal to the target market found around a successful farm equipment business, and I thought it was either brilliantly clever or completely unintentional. Either way, its funny to me!