Have you ever thought what drives your appetite?
What makes you pick one chocolate up from another?
The answer is simple.
Depending on the design, you will pay huge amounts of money for chocolate that has similar taste.
But this one is different.
Someone put more Design Thinking into it and it drove the value of it up.
In fact, this chocolate will make you feel better about yourself.
It will make you feel special.
From the point of seeing it, through unboxing, down to reading about it and eating it.
It is all thought through.
It is all done for a reason.
The reason is to give you a nicer experience.
Experience is the product and this is what people pay bigger sums for.