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Melting has the magical effect of toning down the pungency of washed rind cheeses while ramping up the flavor, which explains why washed rinds make such an excellent (and unanimous) choice for gratins and savory quiches, and even mac n' cheese. While more expensive than a mass-produced cheddar, the end result is a richer, more decadent depth of flavor.
Granted not everybody appreciates a "smelly" cheese (or so they think), but if anything can convert a non-believer it is a tofu grilled cheese reuben.