In his latest column for HT Brunch, Vir Sanghvi discusses the recent fluctuations in cocoa prices and their impact on chocolate production. He reflects on his past snobbery regarding chocolate purity, having once criticized lower-quality chocolates and favored high cocoa content. However, as cocoa prices rose, he found himself reconsidering the value of chocolate beyond its purity. Sanghvi highlights the irony of European chocolate producers who import cocoa from poorer regions yet claim it as their own, questioning the concept of terroir in chocolate. He ultimately argues that chocolate should be enjoyed for its simplicity and the joy it brings, rather than being subjected to elitist standards. Sanghvi advocates for embracing all forms of chocolate, from childhood favorites to gourmet varieties, suggesting that the true pleasure of chocolate lies in its ability to delight at any price point.