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But Dennis insists ultimately that the decision to internalize production was a business one having to do with quality and fulfillment control.

"We actually wanted to do outsourcing," Dennis admitted in a February phone interview.

In the end, however, he said "We weren't satisfied with the quality. We weren't satisfied with the time."

Despite what some might see as a risky move, several factors gave Dennis and his partners confidence about their decision.

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