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Price as a Signal of Quality?

Sometimes a high price is just a high price:

BoingBoing: Chocolate-obsessed blogger's exposé on costly candy, Noka: BB reader Egg Syntax says,

Noka makes obscenely expensive chocolate ($2080/lb in small doses). This superb exposé from a very, very serious chocolate geek reveals that they buy widely-available chocolate and remold it at up to a 6,956% markup. Excellent reading and a good reminder that price is often not proportional to quality.

Link to "What's Noka Worth?" on

I can't speak to the veracity of the claims in this exhaustive (10! part!) investigative series, but I couldn't stop reading it. I don't even care much about the subject in general -- I hardly eat sweets at all, myself -- but the scientific references and geeky specificity made this a riveting read. It's more about economics and the psychology of luxury goods than chocolate alone...