Everybody needs flavored milk?

Remember the old "everybody needs milk" campaign?

Schools are faced with the question is some milk (flavored) better than no milk? This seems to be the situation that many school cafeteria's are facing with the opening of the new school year. Should they serve regular milk, flavored milk or chocolate milk?

The NY Times article on Some Schools Ban Chocolate Milk points out that 71% of milk served nationwide is flavored. Is this a good idea?