I grew up with coffee constantly being consumed all hours of the day, and my family always drank a lighter roast, which I find almost impossible to find anywhere, it seems everyone wants a dark or medium roast, when I got into making coffee properly at home I bought dark an med, and was surprised I hated it. eventual figured out light roast was what I was looking for. to me is just coffee, that's what coffee always was. I was born in the 80s in a Latin American home so I don't know how much that has to do with it but it could be a factor. I get the concept of wanting more intense flavors and I love chocolate and any chocolate flavor added to coffee I also love, and I love wines with that dark chocolate note, but I just want that familial taste in coffee.