I think it is very ironic how I am exploring the world of craft and uniqueness when I am currently employed by possibly the most anti-individual company on earth - McDonalds!
Although they are very good at being efficient (and sometimes energy saving), I don't think humans are meant to be efficient. How boring would life be if all you did was go from A to B without a bit of banter, a laugh, even sadness? We're not robots! It's made me even more determined not to make mass produced objects.
And following on from a comment, if a craft is doing something over and over again, then I must be a master craftsman at making Big Macs! I think there's more to being a craftsman than meets the eye.