"fudge bars" news and stories

The name of this dessert immediately grabbed my attention. It's pumpkin pie...in fudge form!

It's a decadent dessert available at The Fudge Bar in Quincy, MA and at their second location at Logan Airport in Boston. It's $11 a pound at the former and $12 a pound at the airport, and I have no idea why the prices are different.

There's one thing I'm not clear on though. This is "fudge," but it's pumpkin-colored. The article says that the ingredients include cinnamon, ginger, and pumpkin, but doesn't mention any fudge or chocolate. Does fudge only become fudge when their is fudge introduced, or can fudge be fudge without being chocolate-oriented? From the pic it doesn't appear that there is any "fudge" (as I know it) is included, though it looks like it has the consistency of a fudge-based dessert.