Interesting but I'm not that surprised. To prepare home-breed coffee that we as CSers are used to requires time, expense and more trouble than most coffee drinkers are prepared to go through. Let's face it. Most of us have invested a fair amount of time and expense learning our craft.
Some instant brands like Nescafe, Robert Timms and Moccona have tried to improve their image with fancy titles like Moccona Mystique or Nescafé Short Black.