Recently I read a survey where people were asked what type of coffee they liked.  Out of a multiple choice questionare the great majority answered: 

A Dark Rich Roast

However, when it came down to an actual taste test, the great majority did not pick A Dark Rich Roast.  

The survey went on to theories as to why this happened but their conclusion was one of consumer conditioning.

Over the years customers have been told to expect A Dark Rich Roast but along with this they have been provided bad quality coffee that is over roasted and bitter.  When presented with an option of a quality coffee that is well roasted and with a smooth flavour, the majority chose to move away from their preconditioning of the rich roast expectations.

Sadly so many of the consumers in the UK have been preconditioned to expect horrible tasting coffee but worst yet is that so few are truly offered an alternative.