A pleasure beyond measure - but why?

I like chocolate. I’m choosy about the chocolate I eat – I don’t go for the supermarket brands like Cadbury’s whose sugar content is higher than the cacao content. Even from the pricier European brands, I only like those with nuts in, and preferably whole hazelnuts (Ritters’ Sport being my all-time favourite for the highest ratio of whole hazelnuts to chocolate). Otherwise I tend to prefer dark chocolate that is not as cloyingly sweet as the regular or milk versions.

However, I’m certainly not crazy about any chocolate to the point of addiction. One or two squares (or individual sweets) at a time usually satisfies any small urge I might have. If I buy a bar of chocolate, I don’t feel the compulsion to eat it all rightaway – or even open it, sometimes for weeks. (However, if Pete sees chocolate – any chocolate...!)

But why is chocolate mostly always associated with women? I know plenty of men who love chocolate just as much as any women, my husband being a prime example. So why is it that all the TV adverts for chocolate feature women in the eating role? I havent seen any ads where the man bundles a girlfriend out of his house, locks the door, whisks out a hidden bar of chocolate, settles comfily on the sofa and then proceeds to break off and masticate a piece of chocolate with all the facial expressions to indicate a pleasure beyond measure. Is chocolate better than sex only for women? Sure, women have more hormones than men - but don’t men have any hormones at all that can be soothed or improved by chocolate? Ideas, anybody?