I normally take my coffee with cream and sugar but I was willing to try it "their way". It was NOT "naturally sweet" as I was promised by the proprietor, nor did I find it had any "depth" or any other superlatives. It tasted like weak black coffee; almost like tea. And for almost $4, this cup of coffee was a huge disappointment. I won't be returning.
However I'm giving them an extra star because I do respect that they're doing it "their way". They have a distinct vision of what a cup of coffee SHOULD be (and that's how EVERYONE is going to get it) and though my taste differs I applaud their attitude (if not their product).