I am trying to figure out why the largest chain of coffee companies has started pushing instant coffee. I understand they had to develop instant coffee if they wanted a presence in the European countries but why test market it in America? I also do not understand why would they have taste tests to compare drip coffee to instant? Supposedly they say you can not taste the difference. I just know that If the coffee I am roasting starts to taste like instant then I need to hang up my hat! Anybody have thoughts on this?