Good chocolate doesn't sell in the mass market
Trader Joe had some fabulous chocolate, which is now discontinued as it simply did not sell. Started out at circa $10 for 8 oz. box, price spiralled down to $6 and it is now discontinued. There simply isn't a mass market for high quality chocolate in the US (or most other countries for that matter). Rather ironic given the alternative price points (more than double, for lesser quality).