LUKE: He’s adjusting. He just got here. He probably just went out and realised there are twelve stores in this town devoted entirely to peddling porcelain unicorns. I’ve lived in this town my entire life, I still can’t believe it.
I have trouble believing it too. It sounds like an exaggeration, but Luke and Lorelai appear to accept it as known fact. Stars Hollow does seem to have some very niche gift shops. I don’t think we ever see any of these unicorn stores.