I get what you're thinking.
Yeah, deng wants to make loads of money, but he also wants to sell lots. So he picks a price which makes him a decent amount, but still beats the rest of the market (profile)
Even if they are expensive to make, he cannot market them at a higher price than say a profile or a king, because people will go for the tried and tested version.
Whole company = deng and his many golden lions he has had made with his new CNC machine.