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Three reasons. First, the chocolates are still slightly soft and warm when put into the box. If they could roll around and touch one another, they'd get stuck and you'd have one big mass of chocolate, rather than single pieces. Second, like the first reason, they'd get stuck together if the ended up in a place warm enough that they started to melt. Lastly, it's easier for the factory workers to keep track of the numbers of different chocolates in large assortments.

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