The company operates in a market that is too niche for the big ones to care. Hence a monopoly that exacts rents. By controlling it's growth, it can easily have several years/decade of steady growth unless the Justice department takes notice again! -The company has a strong core value-based culture but is misunderstood by new employees or misinterpreted by rookie managers. -Relatively speaking, focus on the process does improve consistency and product quality. -The COO is a star and not much as talked about as the CEO. She is the one that has brought structure to the company and it's culture. The CEO serves as the brand.