The intricacies of one of the most relevant agribusiness frontiers in the world today—the north of the State of Mato Grosso, in the southern section of the Amazon, Brazil—are considered through a critical examination of place-making. Vast areas of Amazon rainforest and savannah vegetation were converted there, since the 1970s, into places of intensive soybean farming, basically to fulfil exogenous demands for land and agriculture production. The present assessment goes beyond the configuration of new places at the agricultural frontier, and starts with a qualitative intellectual jump: from place-making on the frontier to place-making as an ontological frontier in itself. It means that, instead of merely studying the frontier as a constellation of interconnected places, we examine the politicised genesis of the emerging places and their trajectory under fierce socio-ecological disputes. The consideration of almost five decades of intense historic-geographical change reveals an intriguing dialectics of displacement (of previous socio-ecological systems, particularly affecting squatters and indigenous groups, in order to create opportunities for migrants and companies), replacement (of the majority of disadvantaged farmers and poor migrants, leading to land concentration, widespread financialisation and the decisive influence of transnational corporations) and misplacement (which is the synthesis of displacement and replacement, demonstrated by mounting risks and a pervasive sentiment of maelstrom). Overall, there was nothing inevitable in the process of rural and regional development, but the problems, conflicts and injustices that characterise its turbulent geographical trajectory were all more or less visible from the outset.