Yes, hardly sole proprietorships of struggling independent bakery owners trying to make a living. Now those are the people for whom I have empathy. Big bakery able to hire celebrities to endorse their products to stimulate the "follow me" crowd is quite another thing. Sheep to the slaughter to protect the bottom line, health isn't even a question. It's not just Warburtons, as there are some big boys like Coca Cola, Pepsi, Cadbury, and others who deftly use NLP to send their message. Hey, if De Niro likes bagels, they must be good . . . .