> Rich people will often look for ways (not necessarily conspicuous) of asserting their status.
The point is that non-rich do that, too. Most people buying luxuries are not ultra-rich. $300 dollar chocolate is not out of reach for the upper-middle class, or really even the regular middle class. It might be a dumb purchase, but you could realistically earn less than $50k/year and still buy a bar of this.
I would imagine that my peers make up a much larger portion of To’ak's clientele than Warren Buffet's peers.
A really small group with a lot of money is still worth paying attention to. Think about it like this, you wouldn't want to miss giving them a chance to spend that money. As the article says "To’ak chocolates—requires good storytelling". At that point it is all about storytelling. If you're selling a phone case, they are not buying just a wooden phone case, they are buying a hand crafted and polished product that came from an ancient jungles of South America, it was blessed by the shamans, and painted with pigment from crushed beetles etc.
Rich people will often look for ways (not necessarily conspicuous) of asserting their status. Spending money of frivolities like these is giving them a chance to do so. Many will understand that maybe all those claims are mostly bullshit, but they'll still buy it. Maybe just to show it off to their friends, give it as a gift, or flash it around their poor relatives and remind them what they'll never be able to afford.