A lot of people expect coffee to taste bad. That's why it's rare to find someone drinking it black. I conducted a fairly large number of ad hoc singly-blinded t

A lot of people expect coffee to taste bad. That's why it's rare to find someone drinking it black. I conducted a fairly large number of ad hoc singly-blinded tests in college on friends to get them to see what I saw in coffee. People often do "like" "bad" coffee but never once believed that it had more flavor or was preferable to drink black.