Well I suppose the argument is why should 'quality' food have to be at a premium? But actally I think the argument is the other way round, we have all got so used to, and come to expect, cheap, readily available food that is mass produced with poor quality ingredients to ensure its cheapness, that when something comes along that is good quality which is reflected in the price (plus a quid for profit) people get pissed off. I've recently got a bread maker and am happily churning out my own organic loaves at around ?1 a pop all in so won't be a regular at the bakers. It is important to note though the difference in a good loaf of bread and the mass produced shit we get fed from the supermarkets and if this bakers is producing a small-scale quality product it will be reflected in the price.