It's more expensive because it's imported/foreign, and because they use higher quality cocoa in the ingredients. The flavor is much smoothr and rich, and I've pretty much stopped eating American brands because the quality is so bad. Compared to its cohort (quality snacking chocolate) such as Lindt or Ferroro, it's significantly LESS expensive.
It is a bit more expensive, but if you're going to splurge you may as well indulge, right? It's worth it. And if you don't really care for it when you try it, why not share it! Your friends will thank you!