When they introduced genetic modifications, the marketing mavens at Monsanto first told farmers that Roundup Ready soybeans would dramatically increase their crop yields by making the soybean plants immune to the Monsanto herbicide, Roundup, while it effectively killed the weeds in the farmers’ fields. What they didn’t do was thoroughly explain how this would benefit consumers. As a result, there was a consumer backlash that helped spawn the anti-GMO movement and lent credence to the nascent organic effort.Now, with their purchase of the licensing rights to the technology of Crispr-Cas9 system from the Broad Institute to use in its seed development (source: Business Insider, 9-22-16), Monsanto may be poised to make the same marketing mistake.