First of all, this is the type of establishment you should frequent if you're more of a coffee aficionado and not someone who thinks that Starbucks, Peet's, etc; are the standard bearers (they're most definitely not). Coffee's true flavor isn't meant to be drowned out with cream and sugar.
Whether you believe it to be pretentious or not, this place delivers you coffee the way it should be served. I dare say that if you do not like their coffee (or the way they prepare it) then you just don't like coffee. The best steak is prepared using the highest quality meat, rubbed with nothing but sea salt and freshly ground pepper. Coffee is best served roasted properly and served black, allowing its natural flavor to shine.
I come here when I want a great cup of coffee. If I want a frou-frou, sugary coffee "drink", I'll go elsewhere.