“In the 19th century, William Morris preached a social revolution in which exploitative ‘useless toil’ would be replaced by ‘useful work’. He dreamt of a world that would reject shoddy mass-produced goods in favour of objects made with care and craftsmanship. Any business that sells ‘artisanal’ goods, whether the goods be curtains or crumpets, is essentially quoting Morris and referring to his promise.” And so are these chocolatiers in sailboats.