The videos are a major selling point, and if you know what you're looking at, clearly a tad romanticised.
The axe making video of theirs is excellent. But you don't get a constant flame height in your forge if you're using a hand pumped bellows, and you don't just have a decent temperature controlled heat treating oven kicking about, laser etching machines aren't cheap either!
They've got the shiny kit, clearly a lot of money went into the workshop. And they have a good name and reputation.
If you look at the video john neeman put up in his Autine video "how to make an axe" you get a better idea of how things are really done.
Disappointingly though I saw another video showing that autine are using a filler when fitting the handles. I'd be raging if I'd paid nearly $400 for an axe, for it to then come loose at the handle.
This is all sounds very negative but don't get me wrong, they are doing very well as a company.
Andy