I don't like Starbucks' beans but for two exceptions: their "reserve" single-origin line (http://www.starbucks.com/coffee/reserve http://www.starbucks.com/coffe

I don't like Starbucks' beans but for two exceptions: their "reserve" single-origin line (http://www.starbucks.com/coffee/reserve http://www.starbucks.com/coffee/reserve), and their espresso roast. I'm actually surprised I haven't found a better espresso roast...Lavazza, Illy, surprisingly nothing else measures up. Their reserve line is also dark roasted (or nuked to taste oblivion, depending on your viewpoint :P), but those are generally still my favorite for the French press or Aeropress or Clover machine. I've tried plenty of lighter-roasted single-origin beans from a local roaster in my town who has the same opinion as you. I always give them a fair shake, but it's just not my thing. I guess my point is, you may be turning away paying customers based on personal preference. My local roaster also thinks dark roasting is sacrilege, but does it nonetheless because ~half of his customers prefer it.