How the Mast Brothers fooled the world into paying $10 a bar for crappy hipster chocolate

Whether you’ve seen their beautifully wrapped bars for sale at Shake Shack or Rag & Bone, featured in the pages of the New York Times or Vogue, or decorating one of their New York, London, or soon, LA shops, Mast Brothers chocolate bars have become the world’s most prominent brand of artisanal chocolate.

But while customers can’t get enough of the company’s bearded, Brooklyn hipster founders, and their brilliantly marketed, $10 “bean to bar” chocolates, a term reserved for choc...