Building a business around giving people what they want, even when you know it isn’t good for them, seems like another safe option.  After all, most of us, like Oscar Wilde, can resist anything except tempation.

But what happens, when someone decides to use the ‘want’ as merely a route in, a way to deliver something much more than the immediate gratification of a fleeting desire?

Tony’s Chocolonely doesn’t simply make 100% slave-free chocolate.  

Once you’ve know about it, you can’t avoid the question: “Is there slavery in the bar I’m eating now?”.