Cotic and Dialled are 2 different models – Cotic is a full on business which Cy is trying to grow into new areas as there’s only so many Souls you can sell. Where Mike (as he states) runs Dialled as a hobby.
So to keep a business growing you need to diversify into other areas eventually like Cotic are doing with the 29’ers (although not my bag), and looks like they’re going into road bikes as they have a prototype doing rounds at the moment.
Dialled focuses far more on grass roots stuff with BMX and 4X, and Cotic focuses on it’s products. Both great companies, and am glad to have owned bikes from each.