phew, you scared me for a second there, when I saw the name of the thread and then saw your name kicking it off.... all the tips youve passed onto me were about to get flushed hahaha ;D
This article doesnt surprise me though. I reckon generally, the ease of instant is what is most apealing. I think if they could get a fresh coffee (espresso/plunged/dripped/stove top, vac pot etc, etc) as quick as they did instant, Instant coffee would be last choice on taste - surely. Or do I over estimate our nation? :-?