This is where it's at:

85% is for pansies; real men eat 99%!

Got it for Christmas...I'm about to give it a go.

Update: If I had to describe the taste, I would go with "solid black coffee", if there were such a thing (not like a coffee bean, but brewed coffee).  The texture is a bit chalky/pasty as it melts in your mouth, but not unpleasant.  Definitely a unique experience for real chocolate lovers.