Beckman explained another reason for the difference in flavor between Hershey’s and European chocolate: “The drivers of our distinctive flavor are the use of higher amounts of milk cooked at a lower temperature so the milk and sugar do not caramelize,” Beckman said, adding that European milk chocolates, because of cooking at a higher temperature, have more caramel flavor notes.

Interesting. Guess they're hanging onto the original process due to tradition and the fact that it doesn't taste bad to everyone anyway