Chocolatiers = Re-melters?

I think it's one of those things that everyone will endlessly chase - the term "artisan" will get taken over by the huge manufacturers and as a result the effective meaning of the term to the lay-customer will change. Folks who see themselves as artisans will be affronted and think of another way to describe what they do and distance themselves from the big companies. And so on, ad infinitum.The use of the term "re-melter" sounds like someone getting their attack in first!

I was a little perplexed a few months ago while doing a joint chocolate and wine pairing event. The neighbor next to me, a chocolate maker whom shall remain nameless, kept on informing the patrons that they were not re-melters. She made it a point to inform people that their chocolate company actually makes chocolate from the bean. Her insistence on giving out this piece of information and using such a degrading term as 're-melter' didn't sit well with me. By using such an adjective, it belittles the craft of truffle-making and bar blending.I would love for this young company to go up to a guy like Recchuiti and say, 'Hey man, sit back, you're just a re-melter.'I make it a point to inform my customers of who's chocolate I use. I do not pretend to be a chocolate maker. This company in question, however, fails to see how they may lose business by the use of such a derogatory word. Do they plan to only make a living my selling direct to the end user (chocolate consumer), becuase I would never endorse any chocolatier to do business with such a company.What are your thoughts?
updated by @mindy-fong: 06/25/15 22:27:17