Like a chef telling someone he doesn’t like to cook.  [interesting marketing technique]

Cupcakes have plenty of critics. Those twee little lumps topped with towers of frosting have drawn the ire of foodies, the frugal, and people who don’t like standing in line for 45 minutes. But there’s another group who dislikes the cupcake just as much: the people who make them.

“I’m not a fan,” says Norman Davis, owner of the Sweet Life custom bakery in Annandale and a certified Master Sugar Artist.

Not a fad.

Fatell resists turning her business into full-blown cupcakery. “We didn’t want to get in the world of cupcakeries or whatever they’re calling themselves,” she says. “That’s not a bakery. We’re a bakery.” She hopes customers who are lured by cupcakes will discover other treasures in the baked world, like Grassroots Gourmet’s pies, and learn to support those.

Making money selling a ton of cupcakes must be really tough. We feel terrible for successful bakeries.