Semi Sweet Dark chocolate is preferred by about 85% of people who try it side by side with Milk chocolate. Milk chocolate, to most adults, tastes more sweet than chocolatey by comparison. Unlike what most people think when they hear "Dark Chocolate", the Semi Sweet Dark chocolate isn't bitter.
While most photos of White chocolate look very white due to flash photography, in person, it looks more yellow. The color difference is due to the cocoa butter.