I love the ethel's chocolates concept - taking goumet chocolate and making it accessible to everybody. And even better than that is the concept of the chocolate lounge. This article from chron.com likens the chocolate lounge to coffee shops and I like the comparison. It is a place to go and experience chocolate in a relaxed setting (and is very close in concept to what I hope to someday open). It is approachable and fun and seems a great place to go with one's friends. With chocolate having so many percieved health benefits this would seem to be a great opportunity for concepts like ethel's lounges. Hot chocolate instead of coffee and some decadent truffles instead of a scone. What's not to love? Just one more great things Chicago has going for it. There are 10 ethel's lounges in the Greater Chicago Area and I hope to find my way to one this year. Worst case is I'll order a box from their website.