I suspect a lot of people don't actually like coffee and won't admit it. The reason is that the way most people drink coffee (including myself, even though I know better) does not get any of the actual taste of the beans.
The key to coffee is the oils on the beans. You must grind your beans just before using them, or the oils dry up (the adverts of "fresh ground" coffee are still true--it probably was fresh when it was ground). Further, most drip-style coffee makers do not get the water hot enough to absorb the oils.
What most people call "coffee" is really black water with caffeine and they lie to themselves that they actually enjoy that sludge.
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