At some level, anything that's not a perfect use of the resources consumed in producing it is "wasteful" to some extent.

Don't be too down on him: there are many niches where mass production dares not tread (you know this well enough) or the mass produced products are clearly inferior to the handmade ones. Cottage industries have always existed, all that seems to have changed is that they're getting more positive press these days and are now a "Movement."