Site specific management (SSM) (precision agriculture) holds both promises and pitfalls. Ignoring the pitfalls while only focusing on the promises can distort research activities and limit positive impacts for end users. Particular attention is given to how SSM differs from other modem production technologies that attempt to suppress or nullify ecological variation rather than respond to it. It is argued that the “homogenizing”; mind‐set associated with other production technologies is distorting the analytical rigor applied to developing and promoting SSM systems. A true SSM system should allow the producer to respond to ecological variation in a rational and pro‐active fashion. Other promises of SSM are associated with emerging information markets, using SSM to develop risk reduction management strategies, biotechnology, and environmental protection.