But these 'gits' that you are talking about are exactly the sort of discerning customers you WANT. Regardless of their motives (trendy or not as the case may be) they are the people who are seeking out a product that, in their perception, is unprocessed and is more or less as the bees made it. They will pay a premium for the product that meets their aspirations. They should not irritate you - you should welcome them with open arms.
As for beekeepers who 'do very little' to their honey .. well, the reality is that all you have to do with most honey is filter it lightly and warm it gently if it is too thick to pour and jar it up as required. I see nothing wrong with that . I do find that you sometimes see really rubbish looking honey for sale in markets and smaller retail outlets - but, regardless of the label you put on such honey - it won't sell even whatever you describe it as !