You're focused on the lower-end of the cheese spectrum, where all they do is extrude yellow oil into the mold of the week and say "Yay". The big money in cheese is made at the high end of the spectrum... at your sheeshee "shoppes" where they have cheeses made from aardvark milk that sell for $100/lb. The margins are thick. And the marketing for these is never more complicated than: "It's from a faraway place, it's an acquired taste, you will look good buying it."