Well, of course they are mass-produced. You, him, and everybode else here knows that.
But there's craftmanship in design: Read something about how Jobs/Apple goes about designing a product. There's an intense passion to get the look, feel and functionality about a product just right. Down to having several iterations of design on the packaging alone.
There's also craftmanship in production. There was an article about how Apple was buying up high powered lasers to puncture microscopic holes in the macbook casings, so you have lights that are invisible when they're not on.
I wish more companies would care as much about the whole experience of a product, rather than just getting more dots on the feature list.
Not with ray casting of sparse voxel octrees, which is probably what they're doing. Depending on how the procedural generation work, you only need to generate that which you render.