Nicole, having just read the entire expose, it was a superb piece of investigative work, and a fun read, as well. Good find.

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What a fantastic read. Good find.

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Good read but in the end, what's the point? Like #3 said, it's all supply and demand. It's just like designer clothing: in the end, you're really just paying for the label.

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The exposé was a good read, lots of detailed chocolate information. It would be fun to hear Katrina Merrem on a live talk show when the interviewer has read the article first.

The picture of their world headquarters between two hair salons was priceless.

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Everything is a question of supply and demand. if there are enough people out there ready (stupid?) to spend that much money for chocolate than Noka is right!

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My wife is a sucker for expensive chocolates. This story may make her think twice about plopping down big dollars. In fact, this story has given me enough information to attempt to make some of my own fine chocolates.

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This is a great article. Well researched and logically laid out. Even if you believe it's no big deal, the information on the different chocolate makers and chocolatiers is worth the read alone. The point of the article seems to be the marketing doesn't match the product, which in many states is illegal and hardly a matter of simple supply and demand.

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I live just down the street from Noka, and I've always been curious about it. Well, no more. I feel sorry for the people who have been duped by these greedy, dishonest hacks. For shame, Noka! (Though I guess you have to be a little impressed with the sheer audacity and sense of entitlement they display.)

I have to say, though, that it's really funny now to see it in that sad little strip mall. Even the Blockbuster at that corner had to close because it wasn't getting any business. Maybe Noka will go the same way now that this information is out there.

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I'm a newcomer to dark chocolate, and really appreciated some of the detailed explainations in the article about the chocolate making process. I never knew there was a difference between chocolate makers and chocolatiers! The list of chocolate makers at the end has given me a short list of chocolates to try next time I'm in the mood for some quality chocolate goodness.

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It's not supply and demand: it's flat-out lies, cleverly marketed to people with more status insecurity than sense or innate taste. Melt an existing bar of chocolate, temper it badly, mold it in the cheapest and simplest way possible, slap it in a fancy box, and call it "the best in the world." Sheer marketing audacity.

The best part is that they knew their target audience would see rough little wafers and badly formed truffles as somehow more "real" and gourmet than properly formed chocolates.

We've now started a parlor game, chez moi, of identifying which of our extended acquaintance most likely fell for the hype.

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I wonder if Dean and Deluca will drop them now (the article mentioned they sold them...) I loved the exntensive info on other chocolatiers and chocolate makers...

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I dont care who ya are.... you just cannot beat a Hershey Bar.

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Donna, I'm with you!!

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I just want to know what kind of bored, stupid and rich moron would spend that kind of money of chocolate. They should be flogged within an inch of their lives.

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It is no wonder that our families and institutions are not able to instill ethics. Our government leaders and corporate leaders have become increasingly unethical, and we, as consumers, have become increasingly dumber. Having read the chocolate fiasco I wonder how many of us will continue to purchase overpriced goods and keep this company in business. God Bless America.

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I think any brand of Chocolate is not worth all that amount of money or less. I have tasted good chocolate that has out beaten some of the best and not 1/4 that price. I saw on TV the other night where Hershey bars are made with sour milk. I no longer eat them,,,,,They might be good, but not that good.....

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Kudos to the author for such an entertaining expose on NOKA! Very well written and investigated. I can imagine that NOKA must be very embarassed. Has anyone attached this link to their email on their home page?

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Rich people don`t care what junk cost..They just want to be seen with X name brand whatever even if it looks stupid or tastes bad (Or at least no better than something costing way less)..Even not as rich people fall prey to this maddness..I saw a cheaply made thin white cotton t-shirt in Macy`s for $75 just because it had some designers name stenciled on the front..Probably sewn in Indonesia by some 13 year old making 50 cents an hour..Minus the name on the front it would have been $3.49 at K-Mart

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I have been making homemade chocolates for years, using the finest ingredients and taking extra care in making sure my customers are satisfied, yet there is no way in hell I would rip my customers off by duping them, deluding them or outright lying to them. They can come in my kitchen any time they want and watch me make what I'm good at. They can help me taste-test and even offer suggestions! My chocolates sell for $15 a pound and guess what...my customers keep coming back! How about that!??!! I pity the fools who dole out more than a week's salary for that crap when I can help them keep their money in their own pockets and STILL come out ahead. Just goes to show ya...there's a sucker born every minute and anyone who would shell out THAT kind of cash for something like that is truly a sucker. Hey! All you spend-a-holics whose money is burning a hole in your pocket...throw some in my direction and get what you really want!

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Well it makes sense it would be in Plano Texas, Plano is the epitome of shallowness and people who think you can buy "cool". Put a fancy lable on a flimsy $2.00 T-shirt and these idiots willl pay $200.00 for it.

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