I’m not even in the realm of seriousness as your mate (I wish I had the time and patience to be), and I leave the roasting up to the professionals, but I certainly can echo his opinion on light roast coffee. A few years ago I got somewhat serious in my morning coffee routine by weighing my coffee and water in grams for each pot, investigated in a proper burr grinder and brewing gear, and joined a mail order coffee club that delivers beans just days after they’ve been roasted. What I learned is that when you roast beans longer you’re actually cooking off the more volatile flavors that make that particular coffee unique. It’s similar to smoking a cigar too fast, you lose the nuance that you’re after. It took me awhile to adjust my pallet having learned this because I sort of had to unlearn what I thought coffee should taste like. The dark roast flavor is actually favored by mass roasters because, at times, it can be a tool to mask inferior quality beans and to make a more homogeneous product.