If you're using mediocre beans, roasting them extra dark helps cover that up because (as you know) you're mostly tasting the roast, not the bean.
It's the same reason Japanese restaurants serve hot sake. The difference between good sake and bad sake is much less pronounced when served hot than when served cold. (This is why most people think sake tastes like hot Windex: they've only had the sake equivalent of Bud Light or Milwaukee's Best.)
Usually "fruity" goes along with acidity, which is an acquired taste that many people never acquire. I'm one of them. Fruit notes are fine, and light roasts can be delicious, but I am unable to develop a taste for acidity.Originally Posted by neufox47
There is a similar phenomenon in the wine world, known well by everyone in the industry as "People talk dry but drink sweet." Would-be wine snobs will yak endlessly about the virtues of dry French wines that taste like dirt, but if you put a Muscat or Sauterne on the table with everything else, it'll be gone first.
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