Why did Dubai Chocolate suddenly become such a Thing?

Apparently it was partially due to TikTok.

But I think there's another inductive engine behind it.

When you hear what it's made of, the default reaction is, "... that doesn't sound very tasty."

Then, when you actually eat it… it's surprisingly good!^[cl]

That diff in the expectations gives you that viral "aha!" moment that you feel compelled to share.

If it didn't sound not very good and then actually taste pretty good then there wouldn't be as much as a baseline drive to share the discovery.