The reality is that the process is used all round the world these days (as covered in the article), not just in Britain, and its done that by being fast and cheap. It's also doubtful that it's any worse for you than American supermarket breads which are pumped full of sugar, emulsified oils etc etc.

Frankly all the pre-processed, plastic-wrapped supermarket loaves can get in the bin as far as I'm concerned, I buy sourdough from the local farmers market. But that's significantly more expensive and I recognise it's a position of privilege.