I really enjoyed the article. I agree it's hard to equate the term "craft" with any mass-market cider, no matter how good it is. However I do think the definition of craft or hand-crafted has to allow for the use of some machinery. If I were to weave fabric on a loom I would still consider the fabric to be hand-crafted despite the fact that a loom is a machine. With cider, production techniques, batch size, and - to a lesser extent - ingredients, all come into play, but 'm sure there are many different opinions about where to draw the line between craft cideries, mid-level producers, and mass produced ciders. That might make a good article!