Thing with bespoke machinery is that A) frequently the cost would be prohibitive, and B) if you go to sell it in a few years to upgrade, it may not easily sell (unless you sell it to a company doing the same kind of work).

You sending orders direct on Rhino / CAD / CAM?

With one-off jobs, 40% of your time can be on set ups (clamping / clocking / changing cutters etc). Bear in mind with wood you can't use coolants, so feeds and speeds can't be ramped up quite so high as on other jobs, and along with that, there is the issue of tool wear as well, and that'll be high.

How are they programming the machine? Directly from CADCAM, or G-code from the control panel?

Props certainly don't strike as an easy job, so 6 hours per job sounds like a pretty good time from here, but I haven't seen the job being done.