Do you think successful businesses start with the goal to "do totally fine" or grow and sell as much as possible? He was probably "doing totally fine" as a full time lineman who made high-end custom knives in his spare time but that wasn't the long term goal. Why would they use someone with less reach for marketing when they can use one of the most looked at influencers around? They could send me stuff for free but I wouldn't sell as many as Rinella talking about it on the podcast.
As far as purposeful limited supply, MKC started in Josh's garage and are currently working on a new facility to expand production and have more in-stock knives at any given time.
You're right that they're a knife that cut stuff like other knives...some people will buy them and some people won't. Every cell phone calls and texts just like other phones, it's not stopping Apple and Samsung from pimping new models a couple times a year. Every car drives down the road just like other cars but manufacturers aren't slowing down. That logic applies to literally anything and everything. Some people are willing to spend more for a higher performing or specialized design or even just their own enjoyment, and others aren't. No sense in being bothered by those people or the companies marketing to them.
