I don't see why this is such a huge deal. First, they no longer used remelted chocolate. Second, Mast Brothers are obviously tapping into the startup/hipster

I don't see why this is such a huge deal. First, they no longer used remelted chocolate. Second, Mast Brothers are obviously tapping into the startup/hipster culture and selling chocolate to people who want to seem crafty and artisanal but don't care enough to find out the origins. Third, if you're paying $10 for chocolate and you aren't sure of it's origin (like when they didn't include ingredients) you deserve what you get. Lots of companies don't tell you the whole story. While I personally think honesty and integrity are hugely important the startup culture doesn't seem to value it more than hockey stick growth charts.