Whenever you lose personal touch with the object of craftsmanship, it is no longer craft. When he includes production and outsourcing, that to me is no longer craftmanship. It may better, cheaper, or a lot beneficial things, but the craft part is diminished. Things don't have to be hand made, but they must remain under direct control (even if help is involved) of the craftsperson.
We know the great classic artists didn't always labor to paint the background. But if it's drywall finishing we are talking about, it's the guy with mud on his shirt, not the boss. When the boss picks up the tools, he can once again be a craftsman.
I had long discussions many years ago with an artist of some fame. I actually produced some of the sculptures that were done in fiberglass in fiberglass molds that I made. I was the craftsman and she was the artist because it was her idea done under her supervision. She could not have done what I did quality or otherwise. That's why I was there.
So, there's there's that discussion too, art vs. craft.