> This is because if we were honest, artisanal cheese is close enough to regular cheese to be hard to differentiate, so they sell the intangibles of artisanal q

> This is because if we were honest, artisanal cheese is close enough to regular cheese to be hard to differentiate, so they sell the intangibles of artisanal qualities, and people pay more for pretty much the same benefit. If people are willing to pay significantly more to derive greater enjoyment from a basically identical product, then there may be a case to be made that they are deriving greater benefit.