I certainly like instant coffee and prefer it over many other types I have tried. It took a few tries to find a good one, however. Perhaps it's because I mostly like coffee quite milky, which might cover over any quality issues. Developing a taste for good coffee (or wine, etc) doesn't seem attractive to me. You end up needing more and more equipment. You need expensive high quality beans. It's typically messy, time…
It’s coffee for people who don’t like flavor. “A taste without creamer or sugar has an initial bitterness that immediately becomes smooth and gentle. With sugar and milk, it is the mildest coffee you may ever taste. In fact, the coffee is specially processed in order to remove any bitterness yet still keep the flavor of a fine European coffee.”