As for the use of (CNC) machines, I suspect that most everybody is using something along those lines these days. I have two guitars that each were made in one-man shops, and both use machinery of one kind or another. Neither shop makes more than 10 or 12 guitars per year though.
So what does "hand made" really mean? Does a guitar built by one person, rather than 2 or more, constitute "hand made" even though machines were used? Is there a dividing line of some kind where we consider "mass produced" to be over a certain number and those shops that turn out fewer than that number are considered to be "hand made"?
I don't have any answers to these questions, but I suspect the poster who said "marketing", might be closer to the truth about this stuff.
Tony