Yeah, I'm certain you're right. It isn't more popular. It's more popular if you're going out to a café, but most people are drinking drip coffee made at home. I would bet a lot of it still has that super sweet flavored "creamer" crap added though.

Most people think plain coffee tastes like the burnt shit sold at Starbucks. They've never tasted what coffee actually tastes like, so they buy cheap dark roast coffee and add a bunch of sugar to it because they bought the most bitter thing you can get.