Does 'artisanal' equal 'special'? Why we're so ready to believe that it does.

The beards said it all, really.Long and well groomed, attached to handsome young faces, they were the beards of men who worked the land. The beards of men who built things with their own hands, which, we all surmised, were callused, but clean. Those beards told a story about a New York-made brand of handmade chocolate of "meticulous craftsmanship," produced "bean-to-bar" from cacao that the two bearded brothers and company founders, Michael and Rick Mast, brought back after journeying to tiny ru...