Apparently there's something about Iceland. I've never been there but I keep seeing my friends posting about it on Facebook, taking multiple trips, searching for cheap airfair, planning their next trip immediately after returning from their previous one. I understand the lure, since that's how I feel about Japan, even if it's not a pull I feel myself. But that's why this chocolate jumped out at me even though it was on the very bottom shelf and out of my easy sightlines.
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