They also have a pretty good YouTube channel with lots of tips and tricks on gongfu brewing etc, definitely marketing related and sure drove a lot of sales, but it’s worth checking out their masterclass playlist :)
Hence Charbucks. Someone in the coffee industry once told me their real innovation was recognizing most Americans don't have the pallette necessary to distinguish "burned" from "strong". So Starbucks just bought all the lowest-quality beans for cheap, charred them and sold the coffee at a premium.
I would recommend trying a few “natural process” (the beans are dried before removing the fruit) light roasts. They’re often far richer in flavor, with much more pronounced fruit notes. Then if you can find a natural process dark roast (rare in my experience), compare. You’ll notice that while you may still taste the fruit notes, they’ll be masked pretty heavily by the roast.
It was a natural process roast that got me to even care about the difference, and now I almost always go out of my way for light roasts.
If you’re in/near/visit Seattle or have access to any of these roasters: Seattle Coffee Works specializes in light roasts, most of Victrola’s single origins are light, and many of Ladro’s are as well. All three often have at least one natural process. They’re all quite good!
I love a good dark roast, brewed thick enough that it's got mouthfeel. I dated a barista for a while, who was big on light roast pourovers. I'm still not into them, but I did find a preparation I like: a blonde cold brew with a dash of lime juice. It's delightful and refreshing, so far from my usual that it's almost in a different category
You can use higher doses, but you'll be losing nuance. Part of the point (for those who care) is to reveal the fruitier elements in the coffee. That means treating it a bit more like tea.
Who decides what’s good? People have different preferences. My mother doesn’t like the “good coffee” as per your description for example (I love it however).