Good question. That's how I like it, black. I've come to the conclusion that most Americans hate coffee so they disguise the taste buy adding a ton of sugar and fat (cream). I hate Starbucks. But if I went there I would demand a line for "black coffee lover's only." The people who need an excess of sugar and fat can wait in line for it, Nobody else should have to suffer their indulgence. My coffee is no fuss, just pour it from the pot and I'm good.