Ok, I'll give you a pass if you are from Italy, for example. However, the story was about the Bay Area... and growing up in California I noticed a trend that exploded about 10 years ago.

Fancy, casual restaurants stopped selling sandwiches and "grilled-cheese", upgraded the bread, and started calling them Panini. The price was also increased by $5 dollars/per for a marginally better product.

Coffee has had a similar retail transformation.