>>631 (OP)
It's an over-Hyped sweet holiday bread which was incredibly good the first 2 years it became mainstream, but like a Chinese restaurant, as soon as the customers were locked in, it dropped precipitously in quality, although there are still excellent panettone if you are willing to pay $125+shipping +tax.
Truly worth attempting on your own.
It's kinda like the Italian equivalent of fruitcake--now a joke, but at one time,(and still, for others who make the good stuff, candying their own citron and everything,) an amazing, Rum/Brandysoaked Christmas delicacy.
Hilariously, in Poland, it's called Keks Cake.