coffee brings out the most origin character of particular coffees. You’re better able to taste the difference between a Colombian (full body, some floral notes) and say a Kenyan (bright wine acidity) and a Sumatran (earthy and mossy). Not all coffees are great light roasted, some have undesirable tastes like peanuty, vegetabley, cocoay. Often coffees that are light roasted don’t taste balanced (meaning equal amounts of body, acidity and fruitiness. The problem is that some customers just don't like light roasted coffee becasue it can taste extreme. Too much citrus. Too much floral. Not necessairly balanced