Is “Ugly” Produce the Next Big Thing at the Farmers’ Market?

The discovery of some funny-looking unsprayed apples at the farmer's market recently (which I'd never had before) inspired me to write a blog post about them. The basic question is: if we can get so excited about funny-looking heirloom varieties, can we make unsprayed produce "cool" as well?
http://blog.nature.org/science/2013/09/20/ugly-produce/