The particularly niche they operate in means that "buy" isn't really an option for them, the stuff they'd be buying hasn't been commoditised yet (and arguably m

The particularly niche they operate in means that "buy" isn't really an option for them, the stuff they'd be buying hasn't been commoditised yet (and arguably much of it couldn't be since in doing so any advantage it gave you would be immediately diluted). It's a case of an ellipse peg in an elliptic hole.