I came upon this article talking about Hershey Gifts (online service) closing. The author of the article talked about why, when many other chocolate makers are doing well at online sales, Hershey closed their online shop. It was a very interesting read. Further down in the comments he talks about Hershey's attempt to manufacture their chocolate with less chocolate. There's even video from MSN on the topic.
All of this might explain (to a certain extent) why I don't buy Hershey's so much anymore.