In a much commented upon post over to SE, Uneasy Ed points out the elephant in the Greenmarket. Basically, sometimes the most sincerely produced food -- mom's jam, pigs that go to Reed for a few years before being slaughtered through modified death techniques, sometimes end up being crappy food:
Just because a conscientious, responsible pig farmer decides to make bacon, or just because a talented chef with good intentions decides he's going to make his own salumi, doesn't mean the bacon or salumi is going to be good. Making good salumi or good bacon is really hard. It requires lots and lots of practice, a strong guiding hand, and the knowledge to both make the product and know when it's good.
True, and worth pointing out, but part of a larger question, which is the temptation to confuse the experience with the product. To put it in a different context, just because the waitress calls you 'hon don't mean the grits ain't from Sysco. Or, "Felicity needs new shoes -- let's put on our pinafores and sell Crystal Light to the neighbors."