Do You Have to 'Bloom' Cocoa Powder?

Some professional bakers tell you to dissolve cocoa powder in boiling liquid before you bake with it. Does that really intensify the chocolatey flavor? It seems illogical; the cocoa will get wet and hot when it bakes in the cake, so what more could this "blooming" step accomplish? To find out, I bake the same cake two ways.

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