The video, imho, was a backhanded attack on the LS, TYM and Kioti tractors that don't publish that info and lift significantly more than the Kubota. In that regard, JD is not a competitor for Kubota. Both lift less than the others. Most likely, sales people are getting an earful of how the lower priced competition also lifts more weight.
Well, Neil, I am not an engineer, but I have eyes. If you compare a TYM/Branson, LS or Kioti axle to the same sized frame Kubota, it is abundantly clear that Kubota has less robust axles. Don't need the number published. Kubota has advantages in dealer network and name recognition.
As the economy worsens, people will move more and more toward substitute goods. In other words, they become more price sensitive and tend to buy the less expensive brands. Also why you are seeing some prices drop on Kubota. The price gap got too big and it is affecting sales.