ANd on the flip side - I like dark roast - but not the burnt taste. To each their own. And I'm not even talking about "foo foo" coffee places like you're referencing.Coffee snobs always bash Starbucks, but to me it tastes better than the majority of "artisanal, organic independent roast coffee" you see around. Why? Because it's burnt and smoky and strong, and some people actually prefer that. It's also the same price or cheaper if you just buy drip coffee. I rarely buy lattes.