I got this cocoa because I've read about it for years, and really liked the ease of ordering it on BBox. I sampled some of the powder right out of the tin as soon as I got it, I couldn't wait. Normally, doing that with regular cocoa powder will reward you with the most horrid, drying, bitter taste. With this one, it just tasted like a chocolate shadow waiting to be laced into something delicious. It definitely lives up to its hype. The essence of chocolate.