Well, if you look at there website you will see many high end custom cues as well as there barcue which I would consider production, I would say they are like Huebler only higher end work, they have some production stuff but you can custom order a cue and they sell custom made cues, what do you think the difference is between production and custom? I mean is it production because they build cues that are alike or what? I own a Samsara and I think it is probably the best cue as far as the feel of the hit and playability I have ever hit or played with, comparing it to many cues including southwest and other high end cue makers. Just my opinion but I would consider them custom cue makers who sell some of there parts, and contribute to some production line cues.