How much can you market craftsmanship?

Lots of small custom shops, especially studio furniture artists, rely heavily on marketing their craftsmanship to sell their work. That's a good thing. When you are competing with giant furniture outlets or big box stores, taking the high ground and selling on quality helps to take price out of the equation and likely brings a more appreciative clientele. But can you go to far in marketing craftsmanship? Lately, lots of products have come out with "artisan" labels to suggest the level of care and handcrafting in their making. Lots of these are food items, such as artisan bread and artisan beer. But one story makes me think you can go to far. Look out for artisinal pencil sharpening! No, I'm not kidding.