Hate to press the point guys, what I'm seeing in this thread (as a consumer) are long winded posts from people involved in the industry explaining how and why customers should take their coffee sans sugar or any other perceived adulterant. Now, as I've explained many times before, I enjoy sugar in my coffee, 3 grams (level coffee spoon) in SB and 5 grams in a LB and have done since I first started drinking the stuff about 55 years ago, during this period the amount of sugar I add has not changed and quite honestly I feel absolutely no compulsion to change simply to satisfy the whims or perceptions of the industry. Reminds me of a good friend who ran a restaurant in a remote area with pretty much a captive clientele, as far as he was concerned the only way to cook a steak was rare (or in his terms blue) wobetide the customer who had the temerity to complain, the reaction was to dump the offending steak into the deep fryer for 5 mins, that worked fine when he was serving 250 meals a night with no competition, nowadays there is competition, his son runs the show and you can order your steak any way you prefer, my point being of course ignore customer preferences at your peril, they will and do vote with their feet. 🙂