Ah, PMSweet, the macaron champion! Started in a garage, now a monster of automation cranking out 1 million macarons a day. But can we really talk about craftsmanship with 350 employees and robots galore? In Belgium, being an artisan is a real obstacle course: 20 employees max, hands in the dough, and a recognition logo. Yet “artisanal” roams free like an influencer at a party, with no clear definition. The result? An overworked pastry chef facing a macaron factory that can claim to be artisanal without title or merit. Beautiful irony, isn’t it?