They do a reasonable job on pricing, for sure, but “boutique” means “almost always sells out of everything in a few hours” in my book. That is, they intentionally aren’t making enough to goose demand and appear desirable, like a fashion brand.
When your (core, not plastic concession) yo-yo stays in stock for more than a month, congrats, you’re no longer a boutique brand. Wake me up when that happens for SF.