Artisanal is the enemy of artifice and complexity.

That's a great sentence in an anthropologist's look at the cultural components of the artisanal movement; worthwhile reading for anyone interested in artisanal food. He identifies 10:

1. a preference for things that are human scale.
2. a preference for things that are hand made.
3. a preference for things that are relatively raw and untransformed.
4. a preference for things that are unbranded.
5. a preference for things that are personalized.
6. a preference for a new transparency
7. a preference for things that are "authentic"
8. a preference for things that have been marked by locality
9. a preference for the new connoisseurship
10. a preference for the simplified

PS - Don't expect the author of the article to kneel at the altar of artisanal.