My response:

Dan is a scientist.  He’s a really smart guy.  As much as he deals with high technology in his work & studies, he has a very deep appreciation for the traditional, some may say “old-fashioned” way of doing things.  He makes fermented foods, like sauerkraut, that most people just don’t make any more.  He is making chocolate using modernized traditional means–motorized stone grinding.  Much of the chocolate we buy in stores is mass-produced from a set of industrial candy-making materials including chocolate, flavorings (often artificial), emulsifiers, and sometimes other chemicals as well.  It’s made on a scale that requires consistency–every Hershey’s milk chocolate bar will taste the same.  They blend cacao from different places and roast it and treat it in such a way that it will give the same taste and texture experience every time.  There’s some value to that, but you also lose a lot of the characteristic flavors that chocolate can have.  Once you pay attention to it, you can taste things in a hand-made single-origin chocolate that you’ll never taste in the Hershey’s from the checkout lane.

I’ve come to realize that it’s somewhat like wine.  If you want to buy the cheap stuff, sure it will be “wine” and it can get you drunk, but the experience of even a $12 or $20 bottle can be so much more.  Yes, artisan chocolate is more expensive, but like fine wine you (can) get what you pay for.  Dan has an excellent reference “flavor wheel” on his site describing all the different flavors that may be found in your chocolate.

Aside from all that, Dan has already shown success in making great chocolate.  If/when he can manage to grow this into a larger business, our community will benefit from it.  Look at the Urbana farmers’ market, Common Ground Co-op, the various CSAs available–our community values high-quality, local, handmade food.  Dan’s chocolate fits the bill.