The "TODAY" show set up a blind taste test to find out if consumers prefer gourmet chocolate over milk chocolate. The test compared generic milk chocolate that cost 16 cents per piece to gourmet chocolate that cost 81 cents per piece. The tasters were given palate cleansing water and crackers between the tastings. The results: almost half preferred the cheaper chocolate because it was sweeter. The reason: "It's what people are used to. That's what they grew up eating," said Liz Gutman of Liddabit Sweets.