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That’s not the case around me, where the fancier the coffee shop the lighter the roast typically. And many smaller roasters are selling very pale cinnamon roasts under the heading “medium”.
The trouble is, many people really dislike an acidic light-bodied cup full of floral notes. Plus often they’re not especially skillfully made and I’m pretty sure some people are reacting to very thin acidic, sometimes woody and vegetal, cups and assuming that if they don’t like this, they must want dark roasts.
As usual, it’s shouldn’t be a binary, and they might enjoy a traditional medium roast, or perhaps a better prepared lighter roast. Personally I hate acrid, shiny-bean dark roast, but I’m not sure I hate it more than some of the cups of woody acid I’ve been offered from some enthusiast “high end” coffee shops around here.
Sure, though to many of us it’s a lot of money and investment to take something from very unpleasant to kind of palatable.