I understand your point of view. This, as you well know, is not a isolated incident. Let's take say: Italian Bicycles (since you wrote about Italian Food). Flamboyant owners[0], Italian names[1], and a history of inventive technologies[2], in a bicycle-crazy country.

These days, they're almost all made in Asia[3]. we'd like to think there's a small workshop where there cranked out by hand by craftsman, but that's rare these days - almost mythological [4].

The marketing then yes, is trying to sell you on the dream, or "legacy". But it's all smoke and mirrors. We're all pretty intelligent to understand this, but we want to believe, and we allow ourselves that suspension of belief. That's what the marketing is selling you, and that's what you're buying. You can't scale up Icelandic yogurt from Iceland, to sell to the masses of a country that's many times larger.

[0] http://www.prologuecycling.com/interview-mario-cipollini-cip...

[1] http://cinelli.it

[2] http://www.campyonly.com/history.html

[3] http://italiancyclingjournal.blogspot.com/2010/03/making-of-...

[4] https://www.youtube.com/watch?v=1hjCwav452s