Its an acquired taste

If you're daring enough maybe you can try this new offering from Lindt.Included in the instructions to the Lindt Excellence 99% Cacao Noirissme chocolate bar is a graph that maps over time the five taste sensations the eater is about to experience. Of particular significance is the spike of acidity, astringency, and bitterness that will first occur. But for those who can resist the impulse to run for their toothbrushes, the sense of fruitiness and cocoa flavor will gradually develop.

My verdict: the taste is akin to chewing panadol...