Acoustic Expectations

I'm a newbie. I've just purchased a new CBG and I'm surprised how quite it is.
RHM Partagas Cigar Box Guitar
http://www.reidys.com/pr/acoustic-guitars/rhm-black-label-cigar-box-guitar-16220/

I tried a similar model in another shop and it made virtually

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What generates that overdriven tone?

Sorry if this sounds dumb....

What generates the cool overdriven sound that I can hear on almost all videos I've looked at? I'm really hoping its nothing to do with FX pedals or similar ;-O (I'm guessing its the pickups?).

I'd like to keep my setup

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