The point is that many consumers in Madison, especially those who shop two blocks down at Lazy Jane's, have a well defined expectation of what a "morning bun" is and what a sticky bun is. To repeat, Batch Bakery has a great sticky bun, it's just not a "morning bun" by Madison standards. It's not my personal definition, it's been defined locally by bakers ever since the Ovens opened in the 70s. Even those turned out by LaBrioche's wholesale business weren't that good because they went slightly off in the ten hours between baking and consumption. The bar is set really high in this community for this product.
Compare to the "Chicago hotdog", there's a clear expectation that it's not made out of pig parts and covered in ketchup and pecans. Using marketing to sell a product that's not what it is called or expected by an informed consumer is deceptive. You may like an Oscar Mayer hotdog but shouldn't expect one when buying a "Chicago style" hotdog.
Copps sells croissants and their morning buns are made out of croissant dough? Crap, now I've got to hunt down a Copps early some morning and try their morning buns. The quest continues....but I'm positive without tasting that I agree that Batch has a superior product to anything turned out by Copps.