Ed, someone who works at Starbucks told me they do actually over roast the beans to make them last longer! So maybe it works for them, but I am with you, I prefer coffee that is less bitter. Interesting about the water. I live in Boulder, CO and they actually bottle the water here (plus Eldorado Springs water just up the road). I frequent a little coffee shop by my house. The owner grinds his own beans. So maybe between fresh beans and the Boulder water we do have a better cup of coffee!