DEBRIS.COMgood for a laugh, or possibly an aneurysm

They’re not having a very merry Christmas at NoKa Chocolates.

A writer at dallasfood.org put together a 10-part expose and smackdown on the exclusive chocolatier, determining after extensive research that NoKa staff are simply melting down and repackaging $34/lb Bonnat couverture to make their $2080/lb NoKa chocolates.

In the process, the author coined* an amazing new word: sneetchcraft. In case you don’t have a two-year-old, this is a reference to The Sneetches, the Dr. Seuss story in which Sneetches with stars on their bellies feel superior to the Sneetches without. The story is about racial discrimination, but the point of the metaphor is that the packaging doesn’t improve the product. In an ironic twist, photos suggest that NoKa is actually damaging the chocolate while putting the virtual star on its belly.

I think NoKa will go the way of Milli Vanilli. Nobody likes to be deceived, even if there’s nothing fundamentally wrong with the product.

*Is the word “sneetchcraft” original with the dallasfood.org article? I think it is; Google turns up only 52 references to it as of this writing, all of which point back to dallasfood.org or to Seth Godin’s blog post about the series (which is where I learned about it).