So in terms of chocolate how about a comparison.
Green and Blacks – tasty, available everywhere so not niche, popular but expensive = Orange Bikes
Thorntons – quite tasty but sellouts, no longer niche, sold everywhere = Giant
Roses – Cheap, tasty, lots of options, generally acceptable = Specialized
Quality Street – Cheaper again, crap wrappers, poor taste, do the job as a present but everyone knows you should have bought Roses = Saracen maybe (I know your Zen is excellent)