Artisan

The advertising world likes to use phrases that steer us to purchasing their products. The latest catch phrase is "Artisan". It is mainly used to describe bread. We are supposed to think that there is an old man standing behind a butcher block table kneading dough until it is perfect. Then he will place it into a 500 year old brick oven and watch it bake. Last night I saw a commercial for artisan yogurt. Does that same old man stand there stirring milk until it sours? Maybe I could stretch my imagination for bread but I can't take it that far for yogurt.