With the number of farms steadily diminishing, the stereotypical humble homestead is increasingly the exception, for viable farming now means agribusiness; the large amounts of capital required to operate a competitive farm require large-scale organization. The large landowners in California's Central Valley, Coachella Valley and Imperial Valley fall squarely within the upper class. Among farmers, "income" in the conventional sense is not an accurate standard of wealth measurement, because farmers typically keep their official income low by placing their assets into farming corporations rather than drawing the money directly. The stereotypical poor, marginal farmer "eking out a living" from the soil, an image deeply ingrained in most Americans' minds by folklore, films, and even history texts, has now been largely displaced by agribusiness, which has bought them out and consolidated their holdings.