That they're doing dogfood now, does not mean they couldn't be in software development in two years from now. Stranger things have happened.
The most famous example of this of course being Apple - in 1981, Apple Corps Ltd (the Beatles recording company) allowed Apple computers to continue using the name on condition that they never ventured into the music business. When Apple started producing music software/files a few years later, they had to pay Apple Corps $26 million - and it looks like they may now be at war again over the iPod & iTunes.
I'd agree with liz - get in touch with them and check it out. You may even end up with some sponsorship money :)