And then at the other end of the scale there's the trendy gluten-intolerants, of whom one that I know imports 30kg bags of gluten-free flour from Europe at I-can't-imagine-what-cost because the stuff you get here isn't cromulent enough. And everyone in a 2km radius of them has to be gluten-intolerant as well, which is really annoying because another member of their circle who used to do really good chocolate cake has had to make it gluten-free ever since.