"How many of you like the smell of coffee?" If you ask a room full with 100 people, about 95 will raise their hands.
"How many of you like the taste of coffee?" If you ask that question, about 55 hands will go up.
Bitterness is the main reason that coffee does not taste as good as it smells. Bitterness is influenced by brewing time, temperature, source and variety of coffee, water quality, staleness, darkness of roast, ratio of coffee to water, mismatched grind to brewing method, cleanliness.
As short cut is to put a teaspoon of maple syrup in the coffee. Even when we have everything else right, a little maple syrup in my coffee always puts a smile on my face.