I think the original commenter means companies that manufacture their own products but do not offer manufacturing services.

You can't beat JLC because the model from JLC is that they lose money on all order less than 100 boards, so that they win order of 10 to 100k+

If you work in germany in engineering, you know a lot of mittelstand (SMEs) actually have some production machinery, as said, usually they have between 50 and 200 employees, and they manufacture pretty niche products up to 10k units a year or so.

They do not advertise this, as their business model is not manufacturing, it's selling their own products.

I am actually the speaker of the talk, and for us, manufacturing is not a business model either, it's just the capability we want to develop. Our business model would be to sell products. We shared our knowledge and results because we were curious about people's thoughts, and because if we fail and disapear we want this stuff to be online where other can find it.