They had a Ricky, who won two world championships with them.
In reality it's a mix of things...having a big name promoting your plastic helps, social media/marketing helps, as well as having a good relationship with your retailers help.
It seems like all companies are hopping on the limited release bandwagon lately. From what I've seen at my local PIAS they'll have some of the limited release Discraft and Trilogy stuff and not much else as far as regular stock. I'm guessing that's due to Covid and inventory starting to slowly catch back up. The only regular stock stuff they have right now is Innova and Discmania, which they seem to be moving through with no problem.
I honestly figured when DD put together that new facility in Emporia a few years ago they'd start maybe molding their own stuff on site, but that doesn't seem to be the case. I kinda thought the same thing would happen when Discmania moved to Colorado. Molds still designed by Latitude and Innova, just with their own injection machines and still using parent company plastic...just with the flexibility of running their own production.