I'm guessing that they've spent the last 13 years figuring out a production process, then raising money to make them rather than selling out to another company.
A typical magnet manufacturing installation is a few hundred K of Capital expense. You need to have a way to create blanks and then you need a way to magnetize the blanks. The usual method in a nutshell:
- combine the powdered raw materials in a die
- compress the powder to create a blank
- coat the blank to prevent oxidization
- magnetize the blank using a powerful electromagnetic field
- QA to ensure proper field strength and inspect for damage