Nah, I actually like a rich, creamy milk chocolate, too, but it's basically a lightened-up imitation. Dark chocolate can be very rich in flavor and pure cacao, while bitter, is a delight for the sensation it produces. I am talking the 99% stuff, not the 75%. But in the 65%-85% range there is a ton of flavor, too, though you have to try a lot of bitter ones with unpleasant texture to find them. Once you do though, it's another level, almost like half culinary pleasure and half drug.