Do you know anyone who declared, "Ooh, delicious!" the first time they tried black coffee? Chances are if you're a coffee drinker, when you started drinking it, you paired it with lots of milk and sugar to counteract the bitterness. And, as you got older and more accustomed to the taste, you probably cut back on the sweet stuff and appreciated the coffee taste more.
But what attracted you to that cuppa joe in the first place? For many people, it's the ritual of drinking coffee that's important -- the smell, the time you spend drinking a cup each day (perhaps at breakfast or after dinner). And of course, the caffeine buzz has something to do with it.