Ordinarily I don't go for milk; dark is my preferred chocolate, but I was ordering something else, saw this, thought of it for someone else, and decided to get a second bar for myself to try. Dark was out of stock after all so, why not? It's FANTASTIC. It's smooth and full of flavor. The real quality test: I can have one row of three pieces, pause to savor, and wrap the rest for the next day. I can't do that with cheap chocolate! It isn't the money so much as the obvious quality, in the sense that junky chocolate can be pricey too, but this bar delivered on its price. When chocolate is GOOD, it satisfies in fewer bites. I don't feel compelled to binge this chocolate, even the milk. I can simply enjoy it like a normal person. I can't wait to try the dark.