I think so. In fact, I have always said as much. But not as articulately as KJ Dell-Antonia. (What's new?) Some may accuse me of hypocrisy: I am the woman who rails against Vitamin Water, afterall. But chocolate milk isn't a ploy, it's an incentiviser. Yes, the goal is to drink it without flavoring and in the lowest fat variety possible. But if the choice is chocoalte milk or no milk at all, I will encourage the chocolate variety. My own kids are well aware that I will also, though, call it their treat for the day. No cookies with that milk.