But what about the people who want plain ol' coffee?!? Black, or with just a bit of milk?
There used to be someone here who knew a LOT about roasting coffee. He said that Starbucks roasted to "the second crack," and in his opinion, ruined the beans.
IIRC, he explained that when you roast beans, at a certain point they make a cracking noise. And they're done. But you can keep roasting until they crack again. If you want to get that kind of flavor.
