They do breed pedigree dogs. I can't remember exactly, but from memory the ratio is just over 50% pedigree and just under 50% crossbreed. They do breed for temperament and size, but they are able to do this by taking the characteristics and traits of pedigree dogs, both physical and temperament to achieve the dog that they need. They are able to do this BECAUSE of pedigree dogs. Take their most popular cross by far - the labrador x golden. Interestingly, they only breed first crosses - they found they lost the benefits and traits they wanted when they bred crossbreed to crossbreed.