Remember when you started drinking coffee? Probably because of a coffee ice cream or frappuccino gateway?
If given the choice, what kind of coffee would you choose? The dark roast. The darker the better. You wanted a bold, rich flavor.
Here's the reality. You probably didn't. Statistically speaking, and by a wide margin, you probably prefer your coffee weak and milky. But those words suck. They sound like you're a wimp.
And people spend their life drinking stuff they like less. Because the other words are better.