Not trying to be snippy or debate semantics here about the use of the term 'boutique' builder.
I was at a small group ride about 8 years ago and a seasoned Trek marketing rep from the mid-west was along as well (opening a new Trek Store, I think). Anyway, when he asked, I told him mine was a custom build in EL-OS. He schooled me that there were established custom builders, then these boutique builders who were those small guys who had yet to build their business to a sustainable level. Richard Sachs would not be boutique, but he wasn't as clear about Carl Strong or Brent Steelman. His measure of success followed the corporate definition of volume and consistency, with the presumption that these small builders did not impact the industry. From his perspective, one can see why he had no regard for the 'small guy'. I thought he took a narrow view of the consumer's perspective and choices.