Check out this spectacularly detailed expose of a brand of chocolate that costs more than $2,000 a pound. Where else but Texas? What’s Noka Worth? (Part 10).

Price is always part of the marketing story… always. When the price can’t be held up as authentic, things start to fall apart. Consumers, even those that aren’t wealthy, regularly pay 10 times or a hundred times more than they need to for some items, largely because of the story. And we justify that expense with some very complicated internal lies. But sooner or later the stories just don’t hold up.

Thanks, Andy.