I don't get why the founder of Wired magazine, which changed so many of our lives, is making boutique chocolate. There's something Onion-esque about the New York Times' deadpan report on Rossetto's "rethinking of the chocolate lexicon." Wired remade "geek" from a pejorative term to one women now use to boost their sex appeal. After Wired, I'd expected to see the messianic Rossetto — really, the guy has a way with converting people — launch a Tesla Motors or a super-Webby O'Reilly competitor. Instead, he's offering me dessert. I'm sure it's yummy, Louis, but it leaves me hungry for more.