My parents screened 'Willy Wonka & the Chocolate Factory' for my 6th birthday, and I became fascinated by the idea of living in a candy land with chocolate rivers and lollipop trees.
I never got a chocolate birthday cake; I got a carob one. And when I went to other kids' houses, I was very covetous of things like Cheez Whiz that I'd find in their refrigerators.
Birthdays are a reward for having shown up 365 days in a row. It's like getting a badge for attendance.
Chocolate is the first luxury. It has so many things wrapped up in it: Deliciusness in the moment, childhood memories, and that grin-inducing feeling of getting a reward for being good.