Seth Godin was talking about rolls in the context of mediocrity: "Mediocre rolls are easier and more predictable. Once you figure out how to make a mediocre, tasteless, soggy roll, you can do it over and over again."
What so many mass-producers of baked goods (the grocery stores, etc) don't seem to get is that you can destroy the taste and texture of a great roll by putting it in a plastic bag. The same thing happens even when you have paper containers, if the rolls haven't been cooled to room temperature first.
But it seems the plastic bags are cheaper.
So if hard rolls or french bread are on my shopping list for the week, I'll go to the store that does their rolls right, and do my whole week's shopping there. So that's about $100 worth of commerce based on a few cents' investment in a paper bag, rather than plastic.