I wish the emphasis in TFA was not on "craftmanship", 1) it's a tired metaphor with weird resonances to a male dominated guild structure. 2) even the positive

I wish the emphasis in TFA was not on "craftmanship", 1) it's a tired metaphor with weird resonances to a male dominated guild structure. 2) even the positive aspects don't really apply to Starbucks which is more fits the "well oiled machine" analogy. If i think of craft coffee, I think of a small (possibly independent) coffee shop where the baristas really know what they are doing 3) I think that customers do care about Quality, but they dont' (en masse) care about craft, your journey is not of typically of interest to them, just your results. The article relies too much on a notion of craft which describes how a product is made, I believe that the consumer cares about the quality which is the result of that journey, only a fraction of customers care about the process.