People don't like the true and simple; they like fairy tales and humbug.
Carob is a brown powder made from the pulverized fruit of a Mediterranean evergreen. Some consider carob an adequate substitute for chocolate because it has some similar nutrients (calcium, phosphorus), and because it can. when combined with vegetable fat and sugar, be made to approximate the colour and consistency of chocolate. Of course, the same arguments can as persuasively be made in favour of dirt.